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

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.

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Year of publication:	2008
Authors:	Choi, J. Andrew
Published in:	International Journal of Sports Marketing and Sponsorship. - Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 9.2008, 4, p. 4-13
Publisher:	Emerald Group Publishing Limited
Subject:	Coca-Cola \| Olympics \| Beijing \| sponsorship \| interactive marketing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/IJSMS-09-04-2008-B004 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014811576