How Coca-Cola Turned Sponsorship into a Lasting Impression
Coca-Cola and the Olympics have a relationship that stretches all the way back to the 1928 Amsterdam Olympic Games. For 88 years, the brand has been a sponsor of the biggest display of athleticism in the world and that relationship has only gotten stronger over the years. Advertising and brand engagement have undergone major changes since the early days of the Olympic Games. Print and radio advertising plays a much more minor role these days. Now, social media platforms have become major players in the world of marketing. Social networking sites like Facebook, Instagram, Twitter, and Snapchat have worked together to make this year’s Games an incredibly social event. According to Senior Communications Manager Christy Amador, Coca-Cola is a brand that looks for their content to be liquid and linked, meaning they need to be flexible and connected across different channels. For this year’s Games, they landed on a campaign that ties...
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