This case study examines the interactive marketing initiatives of Coca-Cola China Company for one of its marquee Olympic properties, the Olympic Torch Relay. It provides insights into building increased brand interaction by adding an online interactive component to an age-old concept in Olympic activations.
Choi, J.A. (2008), "Coca-Cola China's Virtual Olympic Torch Relay programme at the 2008 Beijing Olympic Games: adding interactivity to a traditional offline Olympic activation", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 4, pp. 4-13. https://doi.org/10.1108/IJSMS-09-04-2008-B004
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