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Coca-Cola China's Virtual Olympic Torch Relay programme at the 2008 Beijing Olympic Games: adding interactivity to a traditional offline Olympic activation

J. Andrew Choi (Assistant Professor in Sport Management, University of San Francisco 236 Gamay Court, Danville, CA 94506, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2008

Abstract

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.

Keywords

Citation

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited