Coca-Cola has launched an integrated marketing campaign supporting the 2010 Olympic Torch Relay sponsorship. The effort asks Canadian consumers to demonstrate how they ‘Live Olympic’ for a once-in-a-lifetime chance to carry the Olympic Flame for the brand as it weaves its way across the country towards the 2010 Vancouver Olympic Winter Games. The torch will travel more than 45,000 km and be carried by 12,000 Canadians in 106 days.
The new campaign, developed by MacLaren McCann, Cossette Media, B-Street and Henderson Bas, invites Canadians to ‘Live Olympic’ by sparking positive change as individuals, as a community and as a nation. (Canadians selected to carry the Olympic Flame will have demonstrated a commitment to active, environmentally friendly lifestyles.)
The campaign’s creative elements, designed to be uplifting, are primarily targeted at youth aged 13 to 24, and include a national TV and cinema advertising spot called ‘Stars,’ national digital advertising targeting sites like Facebook, MySpace, YouTube and MuchMusic, online integration at icoke.ca, in-store POS and packaging communication and asset communication on Coke trucks, as well as a number of customer-specific programs.
The Olympic Torch Nomination campaign’s media buys were handled by Cossette Media, and its elements are expected to be seen by over 90% of Canadians until April.
The Vancouver 2010 Olympic Torch Relay will mark the seventh time Coca-Cola has served as a presenting partner of the relay and the ninth time since 1992 that the company has been formally involved in the torch relay.
