The beverage giants targets teens during the Olympics by airing a 10-episode television series that features athlete interviews and music.
In support of the London 2012 Olympic Games, Coca-Cola takes its sponsorship to the next level with its original TV show “Beat TV.” This ad-sponsored series follows its successful ‘Move to the Beat’ campaign which combined music with the social side of the sports events. Beat TV will feature celebrity and athlete interviews, live musical performances and appearances by the Beat Bus – a mobile pop-up music studio. The variety show, designed mostly for teens, will be available in more than 30 countries and heavily sponsored by advertisers.
Claudia Navarro, the company’s global Olympic marketing director says of the new campaign:
We’re filling out a need and desire. Sometimes you have games coming and going and you get a lot of info on the event, but you miss out on what it would have felt like had you been there. Instead of focusing on what’s happening on the pitch, the medalists. … We’ll capture the vibe of London, the social aspect of it for the fans.
Beat TV will begin airing on July 30th and will run for 10 episodes.