Coca-Cola Ramps Up for London 2012
Coca-Cola is using the Winter Youth Olympics to prepare for its biggest Olympic activation ever: London 2012.
Julia Versteyl, Coca-Cola’s project leader for the Youth Olympic Games, told Around the Rings about the different activities in Innsbruck that will ultimately help the company ramp up for London.
The beverage manufacturer will showcase a double-decker London-style bus that was rebuilt to entertain guests. Inside people can use a green screen to take a photo with the Youth Olympic Torch or enjoy a 3D ski jump simulator.
During the torch relay, Coca-Cola also had a red illuminated Chevy with an attached trailer making an 18-day trip around Austria, entertaining guests with music. Coca-Cola showed its support with about 20 employees running in the relay.
"Coca-Cola stands for optimism, for active lifestyle and for connectivity of nations – and exactly this peaceful, active and optimistic cooperation is expressed at the Olympic Games, in particular at the Youth Olympic Games," Versteyl told ATR.
"Therefore, we are glad to contribute as a partner of the IOC to make this event even more emotional."
GE Showcases Technology at Winter Youth Olympics
Olympic sponsor GE will use the Youth Olympics to showcase its technology, including a pocket-size device for diagnosing injuries.
The company is providing medical personnel with portable Vscan ultrasound devices, which are about the size of smartphones and can quickly diagnose injuries. The piece of equipment will also be showcased with other technology at GE’s pavilion on Maria-Theresienstrasse from Jan. 12 to 22.
Georg Knoth, CEO of GE Austria, said the company is proud to support the first-ever Winter Youth Olympic Games.
"This get-together of young talents from all around the world is not only an incredible sporting experience, but also a great intercultural learning experience for everyone involved," said Knoth.
"As a truly global corporation GE embraces the Olympic values of excellence, respect and friendship. The Olympic Games bring together people with different talents from different backgrounds and nationalities."
Samsung’s Interactive Platform
Samsung has an online interactive platform up and running, connecting people to the Winter Youth Olympics.
Launched back in December, the website has online games and videos and opportunities to win prizes like flights to London and Samsung phones.
"We want as many people as possible to feel the anticipation and excitement in the lead-up to the 1st Winter Youth Olympic Games," said Sunny Hwang, Samsung vice president and head of worldwide sports marketing.
Twenty young people from around Europe will also cover the Winter Youth Olympics and post on the website about sporting events and parties.
Visa in Innsbruck
Visa’s presence is hard to miss when purchasing anythingat the Winter Youth Olympics.
Spokesperson Nancy Panter says the company is encouraging guests to use its product through branding at all points of transaction. Merchandise bags and lanyards are also sponsored by Visa.
McDonald’s Renews Sponsorship
McDonald’s will be part of the Olympics through the 2020 Olympic Games with renewal of their worldwide sponsorship.
The U.S.-based company and the IOC signed the renewal of the sponsorship Friday in Innsbruck on the eve of the first Winter Youth Olympics.
While the financial details of the deal were not released, the sponsorship has an estimated value of $200 million and gives McDonald’s sponsorship rights for Sochi 2014, Rio 2016, PyeongChang 2018 and the 2020 Olympics.
Responding to a question from ATR, IOC president Jacques Rogge said the new sponsorship won’t bring changes, calling it "the continuation of an important partnership".
Chinese Carmaker Sponsors ITTF
GAC Group must have liked its return on investment from the 2011 table tennis world championships in Rotterdam.
After signing on just three weeks before the event, the Chinese carmaker is now extending its support to include title sponsorship for both the 2012 ITTF World Tour as well as the 2014 and 2015 world champs.
"The decision of GAC Group to become the title sponsor of the ITTF's 2012 World Tour is a great fit between the ITTF
and GAC," said International Table Tennis Federation president Adham Sharara.
"Although the Word Championships provided high brand visibility to GAC over an intensive one-week period, the World Tour will provide regular, all year round, visibility on television providing GAC with a presence all over the world."
Zeng Qinghong, general manager of the GAC Group, added: "After the huge success of the GAC Group 2011 World Table Tennis Championships in Rotterdam we have seen that international table tennis events are an excellent way for us to further promote our growing brand both within China and beyond."
Remaining Spots in Stratford City
Westfield Stratford City has a few remaining hospitality and showcasing spots available for the London Olympics.
"With the Games now just around the corner, our inventory of sites is down to the final few, so this really is the last opportunity for NOCs, international federations, broadcasters and sponsors and non-sponsor organizations to secure their own piece of the action this summer," says Mark Zimmer, Westfield's head of 2012 brand alliance.
The megamall features 250 shops and 70 restaurants and overlooks Olympic Park. During the Games, it will serve as the main entrance for spectators.
Written by Ann Cantrell.
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