July 9th, 2012
Marketers Bow Olympic-Size Pushes
The 2012 London games kick off July 27 and sponsors are launching or readying major campaigns around the event. Here, what to expect from the biggest consumer marketers hitching themselves to the world’s sporting stage.
After a recent drubbing over nutrition, Coca-Cola’s “Move to the beat” effort is aimed at teens globally. In the U.S., it will work with an “eight pack” of athletes, featuring them in ads; they will also interact with consumers via social media. There are also interactive athlete quizzes, prizes, sweepstakes and a “cheers” site to upload encouragement to Team USA.