Coca-Cola brings the Spirit of the Youth Olympic Games to Argentinian fans
The Youth Olympic Games (YOG) have become widely known as a testing ground for innovations, including new sports and new events. But the YOG also aim to engage young people differently and encourage young athletes and visitors to participate actively in the Games by sharing their own experience of the event. For the Buenos Aires 2018 edition, Coca-Cola did just that.
As Presenting Partner of the Youth Olympic Park, and in line with the spirit of the YOG, Coca-Cola developed activations to create an engaging space for the people of Buenos Aires as well as the international visitors. As Coca-Cola has done consistently in its partnership with the Olympic Games, integration with music, art, sport and social media truly made this space a unique experience and culturally relevant to young people.
But the TOP Partner’s activations were not limited to Buenos Aires’ parks. Coca-Cola also engaged fans on digital channels, dressed up its mobile app “Coca-Cola For Me” to celebrate the Games, and worked with Argentinian urban artists to create Buenos Aires 2018 special edition cans.
In addition to and echoing the YOG “Game Changers” campaign, Coca-Cola worked closely with the IOC and the Buenos Aires Youth Olympic Games Organising Committee (BAYOGOC) to create meaningful content for the YOG and promote the Olympic values, and also to encourage the new generation of Olympic fans to celebrate the power and achievements of their age group through digital activations, including opportunities to produce their own content and enjoy an unforgettable experience.
“Young people like us always have a different take on things and events”- said the Instagram influencer team @granberta. “So, we couldn’t be more excited when Coca-Cola asked us to produce content based on how we experienced the Youth Olympic Games. We had fun visiting the Olympic Parks, and by using our particular style of communicating through humour, imagination and visual effects, we were able to successfully engage our followers and to show them what the Olympic experience was all about.”
The activations proved very successful for all visitors. “Around 7,000 people passed through our stand per day. On weekends we reached almost 15,000, if we count those who also enjoyed the point of the screens. This is almost 70 per cent of the people who visited the park,” says Sebastián Firpo, a former Olympic athlete who works today as Experiences Marketing Manager for Coca-Cola Argentina, Uruguay and Paraguay.