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Coca-Cola’s Biggest Mobile Advertising Campaign Ever for Olympics

By Andrew Redfern @ 7th August 2008 9:06 am

In just under a week, the 2008 Summer Olympics will kick off in Beijing, and Coca-Cola’s sponsorship will be fronted by the first Bluetooth interactive media marketing campaign of its kind. Pioco, China’s most influential Bluetooth Media company, has wired thousands of hotspots in and around the Olympic stadiums, hotels, restaurants, clubs, cafes and other leisure venues of Beijing and Shanghai to broadcast Coca-Cola Bluetooth video commercials to Bluetooth-enabled cell phones.

When Bluetooth- enabled consumers enter a hotspot, they receive a message on their device, asking if they would like to download content from Coca-Cola.

“We’ve been working with Coca-Cola for about two years now, and the campaigns have returned great results,” remarked Steve Chao, co-founder and CEO of Pioco. “In previous campaigns, we’ve seen conversion rates closer to 35 percent. At events that prompt participants to enable their Bluetooth devices — as will be the case with many Olympic hotspot locations — we’ve seen conversion rates up to 65 percent.”

Within Beijing, Pioco has built a Bluetooth hotspot network that covers the International Trade Center, Financial District, Zhongguancun commercial district, Wangfujing shopping street and Xidan shopping district, Dongzhimen transportation node, Xizhimen subway area and other transportation hubs around the city. Coca-Cola believes that the campaign will reach consumers even more intuitively than traditional forms of media.

“Our outreach has extended to television, online outlets, magazines, out-of-home and other print media, but this campaign is unique in that it allows us to directly reach consumers in outdoor entertainment venues,” commented Michelle Yang, Media Director for Coca-Cola China.

“Pioco has already enabled us to reach millions of consumers in hundreds of Chinese cities via Coke’s Olympic Torch Relay Truck in preparation for the summer Olympic Games. We’re projecting we’ll reach millions more local and visiting international consumers over the course of the games.”

Coca-Cola’s relationship with Pioco marks the first time in Olympic history that a brand has used Bluetooth media for its marketing campaign. The 2008 Beijing Olympic Games are set to kick off with the Opening Ceremony on August 8.

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