سعید فلاح: دکتری مدیریت استراتژیک
مدرس دانشگاه، مشاور مدیریت
مدیر وبلاگ : Saeed Fallah
Coca Cola Branding Strategy at London Olympics 2012
Coca Cola is one of the key sponsors of London Olympics 2012. Tough for Pepsi, they will gain massive mileage during the 17 days event. As a branding strategy, Coke has always associated its brand with the feeling of togetherness and joy. How could they let go this opportunity that comes after five years! After all Olympics is one of the biggest sports events in the world.
Coca Cola as its branding strategy for London Olympics 2012 have created a commercial . This commercial was unveiled by on 15 February 2012 (check the video at the bottom of this post). Some of you may remember that in 2010 FIFA World CUP, Coke produced a new version of a . Its association with an event that was watched by scores of people, the song became extremely viral on social media networks, giving massive brand equity to the company.
Coke is going a step further and during Olympics, they will measure the social media impact of their sponsorship. Unique, isn’t it? This will be first ever such initiative to measure the social media value generated through sponsoring an event. The cost of this measurement is being funded by Coke.
The data provided by the Social Media measurement will certainly help Coca Cola understand the ROI on its sponsorship also it will be easier for the company to make future strategic decisions on making such investments.
There is no doubt that Social Media has changed the way branding was done in the past. Most major companies are focusing on creating social media value by engaging customers on various social media platforms. One of the biggest such shift took place when in 2009 during the Super Bowl promotions.
While Coca Cola is aiming at improving its brand equity at London Olympics, a campaign against advocating for banning these companies from the list of sponsors. Some groups are also trying to vote sponsoring food companies as “worst” corporate sponsors.
In the above scenario, Coke needs to deploy an effective social media strategy to counter such defaming campaigns. They already have support from the officials, e.g. Jeremy Hunt, Culture secretary spoke to media and said: “It’s very simple. Without sponsorship we wouldn’t have sport. Sponsors are essential to underwriting the fantastic sports provision we have both at an elite and a grassroots level”.Coke needs to disseminate such messages virally and two possible ways to do this is by tweeting positive messages related to the sporting sprit and togetherness and
نوع مطلب : عمومی، استراتژی های سطح شرکت، المپیک 2012 لندن،
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