IOC sponsor Coca-Cola has “tweaked” its Olympic campaign and
“created one of the few localized versions” in China, according to Anita
Chang Beattie of AD AGE. The "Beat of China" campaign taps into the
“national pride abundant among young Chinese, urging fans to submit
their own beats to help create an anthem to cheer on their athletes
competing far away from home.” Coca-Cola Sparkling Beverages Dir for
Greater China and Korea Marina Palma said, “Previous research showed
that after the huge success and high relevance of '08 (the Beijing
Olympics), there was a perceived distance between Chinese people and
London. The main task was to close that emotional and physical distance
in a relevant way.” Chang Beattie reported the result is a marketing
effort that “includes mini-documentaries featuring the personal stories
of five Chinese Olympians, calls to action across various media urging
consumers to submit their own beats on a dedicated website, a traveling
roadshow, special Coke cans and even an Angry Birds game.” The campaign
“launched in April at the Bird's Nest National Stadium in Beijing,
featuring a performance of the official Coke anthem by Hong Kong pop
star Jacky Cheung.” An updated version of the song “will be released on
July 12, incorporating the beats submitted by consumers” (ADAGE.com, 7/6).
