Let the games begin! On January 29, Special Olympics 2013 World Winter Games will be underway in PyeongChang, Republic of Korea. In support of the Games, The Coca-Cola Company is activating a fully integrated marketing campaign to help raise awareness and interest in this world-class sporting event that showcases the unlimited potential of people with intellectual disabilities.
The campaign, created by Coca-Cola Korea, includes celebrity activations, in-store displays, fundraising activities, employee volunteer programs and a TV commercial.
Through its “Coke Red Ribbon Friends” campaign, Coca-Cola Korea enlisted 100 of the country’s top celebrities as ambassadors for Special Olympics World Winter Games. Celebrities like 2010 Olympic gold medal figure skater Yuna Kim and Korean American actress Yunjin Kim, of the ABC hit TV series “Lost,” used their star power, social media networks and public appearances to promote Special Olympics 2013 World Winter Games. They educated their friends, families and fans, and raised funds for the 2013 World Winter Games Organizing Committee. The campaign and other Coca-Cola fundraising activities generated more than $800,000 in support for Special Olympics.
“The Coca-Cola Company and Special Olympics have been strong partners for 45 years,” said Muhtar Kent, Chairman and Chief Executive Officer of The Coca-Cola Company. “We are privileged to celebrate and share with the world moments of connection, community and optimism in support of the amazing young men and women whose sacrifice, determination and sheer love of life inspire us all.”
More than 2,300 athletes, from 110 countries will compete in eight Olympic-type sports including alpine skiing, cross-country skiing, snowboarding, snowshoeing, speed skating, figure skating, floor hockey and a demonstration sport of floorball.
At Games time, Coca-Cola Korea expects to refresh the athletes and the tens of thousands of family, friends, volunteers and fans in attendance. Coca-Cola will welcome Special Olympics athletes and their families, as well as fans and consumers, to the Happiness House within the Olympic venue. The Happiness House will serve as a place for visitors to refresh, relax and have fun.