Coca-Cola Taps Social Influencers to Highlight Everyday Winning Moments During Olympics

Coca-Cola is joining the slew of marketers leveraging the excitement surrounding the summer Olympics by tapping global influencers to upload social media content defining their own meaningful successes and encouraging fans to join in the fun via the #ThatsGold hashtag.

The beverage marketer is introducing a multi-pronged campaign to keep consumers occupied until the start of the Rio Olympic Games this August. Coca-Cola has asked influencers ranging from musical artists, popular YouTubers and former Olympic athletes to post their own joyful stories – which the brand refers to as gold experiences – on social media via #ThatsGold and prompt fans to do the same, showcasing how marketers can create mobile microcosms related to a major event.

“We know that once the Olympic Games start, they will be followed by a large audience,” said An Boon, global director of Olympic Games at Coca-Cola. “Everybody will be rooting for their country and supporting the amazing athletes.

“Coca-Cola wants to celebrate not only the gold on the podium, but beyond the podium as well,” she said. “We will invite teens to look for gold in their daily life and share this with us.

“And we will have our global social influencers, through the content that they will create, demonstrate that there are plenty of gold moments to find in Rio. We will invite our audience to engage with content that will be developed by the influencers and amplified by our global real-time marketing operation.”

“In a lot of cases, the Olympic Games remind consumers of their sense of patriotism and pride,” said Toni Box, senior director of social media and content at PMX Agency. “Brands would be smart to tap into that emotion with their audiences, much like what Coca-Cola is doing with the #ThatsGold campaign.

“Its hashtag is meant to connect not just national communities, but the greater global community – promoting positive, shareable moments on all scales. The combination of TV and social media advertising, global influencers and the additional physical presence at the Games is a smart way to achieve maximum visibility.”

Read the full story here in Mobile Marketer.

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