on the go

summary

Coca-Cola has been an active partner of the Olympics since the 1928 Amsterdam Games, celebrating the spirit of competition, pursuit of excellence, and integrity found at the heart of every champion across the world.

summary

So when an American athlete steps onto the field once more to prove that success can be achieved by anyone with the passion to win, what else can Coca-Cola do but recognize their drive?

summary

David Oliver’s story is an inspiration to AA teens who constantly look for figures they can be inspired by. And as D.O. makes a move for the London Games in 2012, Coke will be bringing London to African American teens and moms here in the States.

Together with Nike, Coke will give teens a refreshing opportunity to join D.O. on an exclusive shopping spree at Nike Town, not to mention plenty of chances to win exclusive Coke-inspired Nike gear and more.

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Plus, Mom can take charge with their local public school and enter to win a David Oliver Field Day experience, promoting active lifestyles in her community.

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concept

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teens

refreshing

in 2012

The power to win is right at their fingertips. With a simple text, Coke’s UTC platform will give teens an opportunity to win a $5,000 Nike Town shopping spree, daily prizes from Coke, discounts at Niketown and NikeID, and also a chance to win exclusive, London-inspired apparel from Liberty Design.

activation

UTC

twist. text. win.

Using a new mobile platform that boasts upwards of 1,000,000 users and already has a relationship with the brand, Coke’s presence on SCVNGR will allow teen users to check in with friends, complete challenges to earn points and exclusive discounts on Coke and Nike purchases, and also be entered to win limited gear.

application

mobile

With SCNGR, AA teens will constantly be on the go.

how it works

event

Moms who log on to My Coke Rewards will be able to donate points to their local schools via the MCR for Schools platform.

Every school that’s entered will also have a chance to win every day and will receive on-premise elements from Coke to promote the opportunity. The school with the most points accumulated at the end of the promotion will become the Grand Prize Winner.

And it takes teamwork to get to the Grand prize. Moms who donate will be able to share their contribution and keep track of their school’s progress on Facebook, adding a little social excitement and fun to the formula.