Coca-Cola has already kicked off its #ThatsGold campaign for the 2016 Rio Olympics with a commercial and will be continuing its participation in the sporting event by setting up branded fan zones.
The activation gives fans the chance to immerse themselves in the #ThatsGold campaign with everything from technology activities to music events. In the celebratory spirit, the iconic soda beverage will be served to attendees in commemorative gold aluminum bottles to coincide with the Olympic Torch Relay.
This year, there has been an increased effort to share the excitement of the Olympics with younger generations—as such, the event is even being called the 'Smartphone Olympics' by some. This year's sporting events will provide a key opportunity for brands to engage millions of digital natives.