When the Summer Olympics in Rio de Janeiro kick off this Friday, Coca-Cola won’t rely solely on heart-tugging commercials or glossy print ads to play up its sponsorship and get people to chug a frosty bottle of Coke. This time Coke wants its own customers to help sell the brand, too. Coke’s team in Rio will deploy a social media strategy that includes converting an entire train stop into a Coke-branded hangout for millennials, athletes and musicians. The goal: to get Coke fans to upload photos with athletes to Instagram, brag about musicians they’ve met on Snapchat or livestream the whole event on Facebook.Coca-Cola is one of the biggest sponsors of the 2016 Summer Olympics in Rio....
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