A. morgan olympic games tokyo 2020 full#
A. morgan olympic games tokyo 2020 series#

Part of this included 'encouraging the inclusion of mixed-gender team events'. Olympic Agenda 2020, considered to be a document plastered with rhetoric and lacking substance, aimed to 'foster gender equality' at the Games. “We have a longstanding partnership with Coca‑Cola, but we have now started a people-centric Olympic journey together to build on what we have started with ‘I Belong Here’ to collaborate and develop experiences that will inspire the next generation of Olympic fans.One of International Olympic Committee (IOC) President Thomas Bach's favourite mantras is the 'change or be changed' line, which he uses at every possible opportunity.Ī brief scan of the new and changed events and disciplines proposed by the various International Federations (IFs) for Tokyo 2020 suggest their attitude is more along the lines of change for the sake of it. “Our aim is to create a closer connection with people around the world through Olympic channels-to engage fans and attract new followers, not only during the Olympic Games but also in the period between each edition of the Games,” said Christopher Carroll, digital engagement and marketing director at the IOC. Fans can learn about the nominees and cast their vote on the “I Belong Here” hub, and the winner will be announced publicly. And a partnership with Olympic Games Tokyo 2020, The Official Video Game will tap into the core Gen Z passion point of gaming by pitting Team Coca‑Cola athletes against high-profile gamers in the ultimate battle for virtual gold.įinally, the #LivingOlympic award will showcase nine heroes-nominated by Team Coca‑Cola athletes- who have embodied the joint values of The Coca‑Cola Company and the IOC over the last year. Just as the IOC is hoping to attract new generations of Olympic fans through sports like skateboarding, surfing and freestyle BMX-and through authentic, relevant programming and content-The Coca‑Cola Company hopes to build awareness of both the beverages it offers and the principles it stands for.Ĭonsumers can scan specially marked packaging of Coca‑Cola products to unlock unique digital stickers. The “All Flavors Welcome” message aligns with the inclusive and progressive theme of ‘I Belong Here’.

A. morgan olympic games tokyo 2020 full#

This will be the company’s first-ever Olympic campaign to highlight the full range of beverages we offer to suit all tastes and lifestyles-from sparkling soft drinks and juices to sports drinks and teas, to enhanced waters. Banner ads and other digital content featuring Team Coca‑Cola Olympic and Paralympic athletes will promote Coca‑Cola, Minute Maid, SmartWater, FUZE Tea and POWERADE, and link to the “I Belong Here” platform. The theme of diversity and inclusion extends to the “All Flavors Welcome” campaign, which highlights the breadth of The Coca‑Cola Company’s beverage portfolio.

‘I Belong Here’ is an articulation of our longstanding partnership and an invitation to the rest of the world to embrace these values.” “Our ambition is to extend beyond traditional ‘Presented by Coca‑Cola’ digital marketing efforts and create a collaborative, always-on platform. “For nearly a century, we have shared the same core values of friendship, respect, inclusion, integrity and excellence with the IOC,” said Brad Ross, VP, Global Sports & Entertainment Marketing and Partnerships, The Coca‑Cola Company. The Coca‑Cola Company is the longest continuous sponsor of the IOC, dating back to 1928. Additional activations include the “My Story Belongs Here” Instagram filter and the “My Style Belongs Here” feature enabling users to “recreate” iconic Olympic moments with graphics and fun flair.

Fans can create a personal digital banner illustrating their values and identity through the “My Flag Belongs Here” tool.

A. morgan olympic games tokyo 2020 series#

The company’s “I Belong Here” includes a series of co-branded digital experiences promoting diversity and unity.