LIMITED-EDITION CANS MADE COCA-COLA HISTORY BY MANIPULATING THE COKE "SWOOSH" FOR THE FIRST TIME DURING THE WINTER OLYMPIC GAMES. A NEW CAN WAS RELEASED EVERY TWO WEEKS ENCOURAGING REPEAT PURCHASE AND WAS CURRENCY FOR FREE CONTENT |REWARDS ONLINE.
At retail - Supermarkets, convenience stores and mass retailers hosted over 700 million collectible cans, featuring silhouettes of figure skating, ice hockey, speedskating and snowboarding.
Pop-up Team USA appearances at Walmarts - As Coca-Cola "Ambassadors of Active Living," encouraging shoppers to lead active, balanced lives.
NBC TV Vignettes - featuring the athletes/cans ran on NBC during primetime Olympic Winter Games programming.
NBC “Primetime Challenge” - Rounded out the NBC partnership with an exclusive viewing experience by allowing fans to play along with the TV broadcast through a two-screen application synced up to live action, offering trivia, predictive questions, polls, fun facts and athlete profiles.
MyCokeRewards.com/App - members redeemed points for Coca-Cola Olympic gear, could learn about the collectible cans and the Coca-Cola "Six Pack" of athletes. Shoppers earned bonus points when U.S. athletes won medals during the Games.
The Coca-Cola "Six Pack" included five-time Olympic medalist Apolo Anton Ohno (short track speedskating), Olympic silver medalist Gretchen Bleiler (snowboarding), three-time Olympic medalist Angela Ruggiero (ice hockey), World Champion Evan Lysacek (figure skating) and two-time U.S. figure skating champions Keauna McLaughlin and Rockne Brubaker.