At the 2012 Olympic Games, Coca-Cola’s strategy was to appeal to the young customers by making use of the engraved social infrastructure of the event, where the entire world met to participate in a single activity. Following their twin principles of 'liquid and linked,' the concept was to employ music as the foundation of communication. Coke enlisted London based producer Mark Ronson and singer Katie B, and then took five Olympic hopefuls and used the sounds of their sports to create a song. The campaign was composed of five major pillars: a documentary, the track, TV advertisements, a TV magazine show, and various social media applications called the 'global beat' (Santomier et al., 2016). The outcome of the drive was impressive. Video views across diverse platforms were about 25 million. During the event, Coke was among the top two brands making waves. Social web impressions garnered by Coke was more than 240 million. On Facebook, the hits were close to 40 million as YouTube, and the TV show collectively scored over 545, 000 impressions. The campaign was mentioned over half a million times on Facebook, delivering another 1.5 million Facebook likes and additional 20000 followers on Twitter. All these translate to billions of dollars to the company in both currency and future business.
Coca cola's campaign at the London 2012 Olympics underscored various trends in the event evolution. The event planners employed data collected both from online sources and personal interactions to target their customers more accurately and drive conversations. They used experiential marketing and social network follow up, combining multi-sensory messaging, truly open-ended dialogs, user-generated content, and personalized experiences (Corbun & Mc Cafferty, 2016). The documentary, titled 'Beat of London 2012', was created following Ronson's meetings with the athletes and was serialized for exclusive broadcast opportunities worldwide. The song, called 'anywhere in the world', was co-created from sport sounds recorded during the documentary. The song was spread through advertisements on the TV. The TV magazine show was covering the games live, and highlights were uploaded to the 'global beat' site. Social media was a major contributor in marketing the show. The social media applications, together dubbed 'global beat,' was a technology powered experience that permitted young people to recreate the track to suit their own personalities and was available on Facebook and other mobile apps.
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Even though Coca-Cola is a world-leading brand, it has not relented on the drive to improve. Coca-Cola is not concerned about the safety of its market share, but rather, the portion held by competing brands. From this perspective, it is evident that there is adequate room for opportunities in the future. With a vision for the future, the company has devised a plan that encompasses its consumers, citizens, information, and mindset. The objective of the company is to heighten its percentage of the market share (Cheng et al., 2014). Coca-Cola seeks to achieve this goal by enhancing the efficiency and capability of its distribution structures. To move the increased output, the company has dedicated itself to effectively understanding what the consumers want and providing better services. The company also seeks to be bound to the customers by improving its technological infrastructure and information distribution to match the current information era. This will go a long way in marketing the brand. Coca-Cola believes that happy employs lead to more productivity and is therefore committed to cater to their welfare. The company intends to fuse all these factors to the company's future mindset: stronger leadership.
References
Cheng, M., Green, W., Conradie, P., Konishi, N., & Romi, A. (2014). The international integrated reporting framework: key issues and future research opportunities. Journal of International Financial Management & Accounting , 25 (1), 90-119.
Coburn, A., & McCafferty, P. (2016). The Real Olympic Games: Sponsorship, Schools, and the Olympics—the Case of Coca-Cola. Taboo: The Journal of Culture and Education , 15 (1), 5.
Santomier, J. P., Hogan, P. I., & Kunz, R. (2016). The 2012 London Olympics: innovations in ICT and social media marketing. Innovation, 18(3), 251-269.
