Coca-Cola unleashed its largest teen-focused social media campaign ever for the 2016 Olympic Games, Campaign US reports.
- “To reach teens during the most connected games in history, Coca-Cola launched #ThatsGold, a multi-platform social media effort designed to engage 13- to 19-year-olds with a steady stream of content filled with influencers, musicians, and of course, the athletes.”
- “Coca-Cola, an Olympic sponsor since 1928, devised a year-long, three-phase campaign to capture teens’ attention before, during and after the games.”
- “The first phase of the social campaign kicked off a year ago and introduced audiences to #ThatsGold with posts following Coca-Cola’s polar bear mascot as he makes friends with social influencers and athletes on his “road to Rio.”
- “The bear also got its own Brazilian Instagram account @oursooficial. The account, which attracted 144,000 followers, shared photos and videos throughout the games. For example, one post featured influencer Bruna Vieira, who has 1.8 million followers on the platform.”
- “Overall, the brand saw an 88% accuracy rate for targeting the teenage audience during the second phase of the campaign.”
- “When the torch reached Rio and the opening ceremonies began on August 5, the third and most significant stage of the campaign began. This phase was all about capturing and sharing the events that took place at the brand’s Olympics station in Rio, called “Parada Coca-Cola,” where a team of 105 people worked to keep guests engaged. The space served as a hang out for fans and a venue to host a variety of events that featured entertainers, influencers and athletes.”
- “Before the Rio Games even ended, Coca-Cola started planning for the 2020 Summer Olympics in Japan. The brand’s Japanese team already met with Pieranti to discuss real-time possibilities. There’s no sneak peeks so far, but expect to see a return of the polar bear.”