London Olympics

Coca-Cola reveals lessons learned from its London Olympics marketing

For a business as recognisable as Coca-Cola, marketing campaigns are aimed less at driving awareness and more at increasing loyalty and love for the brand.

At Econsultancy’s JUMP New York event Coca-Cola’s Christy Amador gave an insight into the overarching marketing strategy employed by the brand, with particular reference to its campaign at the London Olympics.

Amador said that Coke’s marketing content always follows two basic principles – it has to be both liquid and linked.

Liquid refers to the fact that the content needs to flexible and able to filter down through all areas of the brand’s marketing activities, but it also needs to be linked together.

60 fascinating digital stats from the London 2012 Olympics

Back in 2005 the internet was a simpler place. Twitter didn’t exist, the mobile web was a new fangled idea that hadn’t really caught on and broadband had only just become more common than dialup.

So with that as a background, the team given the job developing the new media strategy for the London 2012 Olympics must have had little idea of how drastically their task would change.

What started out as a team of two ended up involving 14 people who built 77 digital products, sites or services in six years.

At Econsultancy’s JUMP 2012 event LOCOG’s head of new media Alex Balfour revealed some of the impressive stats achieved by his team during the Games…

Visa confirms mobile payments trial with Galaxy S3 at London Olympics

Visa has confirmed that it will showcase mobile NFC payments at the London Olympics using Samsung’s new Galaxy S3.

Samsung even plans to create a limited edition handset for the occasion, but the bad news is that only athletes are being invited to take part in the trial.

The NFC payments are enabled using Visa payWave, an app that allows consumers to use their smartphone to pay for goods at the point of sale simply by touching it on a card reader.