Coca-Cola’s sponsorship of the London 2012 Olympic Torch was driven by bespoke ad-funded programming, promotions, social media and presenter support

 

The challenge

Bauer Radio’s role was to engage teens across the UK in a way that would let them feel part of Coca-Cola’s Olympic journey and inspire them to get involved and move to the beat of London 2012. Equal to this was the client’s desire to elevate a conversation around music by activating content in a teen-credible way while simultaneously supporting its on-pack Olympic ticket giveaway promotion.

 


Our Approach

Our response was grounded in insight. When it comes to music, teens have a thirst for information and, once obtained, they share it with their friends via word of mouth. With a heritage firmly based in delivering groundbreaking music content – and on being the first to get information – we were able to devise the perfect solution.

 


The Idea

We amplified Coca-Cola’s association with the London 2012 Olympic Games on KISS, Kerrang! and Bauer City Network stations (which the Olympic torch visited) using a combination of ad-funded programming, promotions and experiences, all with a strong music focus. Alongside this we provided support to 70 music events along the London 2012 Olympic Torch Relay route, with top UK artists bringing to life Coca-Cola’s music credentials. The core aim was to drive brand love and, ultimately, purchase.

 


Execution

A series of bespoke ad-funded programming, ‘Behind the Beat with Coca-Cola’ allowed consumers to get behind the scenes of the Olympic Torch Relay. We provided our listeners not only with localised content that would appeal to the whole family, but also specialist content to really drive home the company’s musical credibility. We also gave away Olympic ticket VIP experiences courtesy of Coca-Cola. We got our presenters involved as torch bearers, allowing them to talk about their involvement and endorse Coca-Cola’s association with London 2012. Daily updates about the Torch Relay on Coca-Cola’s Facebook page allowed us to capture the excitement, to interview torch bearers and to build anticipation of the journey.

Through our access to talent, we also interviewed celebrities who were taking part regarding their feelings about the Torch Relay, as well as capturing exclusive session tracks from the bands that were involved, not only to form part of the shows, but to seed into digital activity via social media.

 

The Coca-Cola Olympic Torch Relay activity was a groundbreaking campaign. It’s been deemed so successful internally that the dynamic delivery of topical, timely and quality copy is now a core planning principle across the Coca-Cola portfolio and we will be looking to work in this collaborative way throughout 2013 and beyond

Hannah Mcwilliam Planning manager, Vizeum

Results

374,000 likes

Demonstrating how positive teens were to this campaign

10% increase

in 'brand love' during the London 2012 Olympics

12% increase

for Coca-Cola's association with music, by using teen credible stations

12 point increase

for the brand statement 'Coca-Cola' is a cool brand

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