LBi and the Coke Olympics
At C21Media’s Propaganda Factory conference at BAFTA, Graham Hodge explained how LBi helped Coca Cola to launch the Coke Olympics.
Sponsorship is a key activity of consumer brands, intertwining brand messages with the emotional experience of a live event or celebrity. At idio we find that sponsorship is one of the key areas being improved by content marketing. You have a reason to engage – about an event or person or genre – so why not capitalise on that opportunity by building conversations with the audience that already follow, rather than simply broadcasting brand messages at them. Coke really get content marketing, and this programme of work is another example of their move in that direction.
