Coca-Cola runs marketing for Athens Special Olympic World Summer Games 2011
Coca-Cola has used several marketing techniques to raise awareness for the Special Olympic World Summer Games 2011 Athens.
As the sponsor of the London Olympics 2012, this activity could provide a hint to what events the company could be running in a year’s time.
The huge drinks company has used social media, in-store retail displays which allow customers to place supportive messages for athletes in “Coca-Cola Happiness Bottles”, fund-raising activities, employee volunteers, a television commercial and experiential activity in order to raise both awareness and support for the event.
The Facebook campaign in Greece asked fans to share a message of hope with the athletes online, with each message leading to a one euro donation.
A television commercial, featuring more than 100 Coca-Cola employees and Special Olympics athlete Panayiotis Koutatzis, also wished support to all involved.
Muhter Kent, chairman and CEO of the Coca-Cola company presented the money that was raised to the World Games Organising Committee on 26 June.