|Coke's Move to the Beat push|
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What to Expect From Major Marketers' Olympic Push
The 2012 Summer Olympics Games are only a few days away, and the biggest presences in food, soft drinks, electronics, and home care products are putting the final touches on their marketing pushes to this massive audience. Coca Cola, Samsung, GE, Procter & Gamble, McDonald's, Visa and Omega are going to be there in the eyes of Olympic spectators and audiences...
Excerpt: "The 2012 London games kick off July 27 and sponsors are launching or readying major campaigns around the event. Here, what to expect from the biggest consumer marketers hitching themselves to the world's sporting stage.
After a recent drubbing over nutrition, Coca-Cola's "Move to the beat" effort is aimed at teens globally. In the U.S., it will work with an "eight pack" of athletes, featuring them in ads; they will also interact with consumers via social media. There are also interactive athlete quizzes, prizes, sweepstakes and a "cheers" site to upload encouragement to Team USA.
The official timekeeper is running a series of lush commercials, several of which are long, lingering shots of its Olympic Collection London 2012 timepieces. But the signature spot is an anthemic one-minute video set to the Rolling Stones' "Start Me Up." It shows athletes warming up for their big moment as a clock ticks softly behind with the tagline, 'Official timekeeper of 25 Olympic Games.'
Visa's program is built around the concept that consumers can make a difference. Its push, running in 70 countries, features triumphant moments in Olympic history, with Morgan Freeman in the voice-over asking viewers to "join our global cheer." Fans also can upload a text, photo or video cheer they've created for the athletes and share via Facebook. "