# Olympic Beverage Zones Coca-Cola is Setting Up #ThatsGold Fan Stations in Rio By Laura McQuarrie | Published 2016-08-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/thatsgold References: [eventmagazine](http://www.eventmagazine.co.uk/six-brand-activations-rio-2016/olympics/article/1404615) & [coca-colacompany](http://www.coca-colacompany.com/stories/fans-experience-thatsgold-olympic-moments-through-coca-cola) [Coca-Cola](https://www.trendhunter.com/trends/cocacolas-summer-olympics-campaign) 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](https://www.trendhunter.com/trends/turn-up-refreshment) will be served to attendees in [commemorative gold aluminum bottles](https://www.trendhunter.com/trends/peroni-nastro-azzurro-gold-bottle) 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. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 33% | Activity: 4% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Engaging Youth:** Brands can leverage the excitement of the Olympics to engage younger generations through interactive fan zones and technology activities. - **Personalized Branding:** Offering commemorative gold aluminum bottles allows brands to create a personalized experience for event attendees. - **Digital Native Marketing:** With the Olympics being called the 'Smartphone Olympics', brands have the opportunity to harness the power of digital marketing to connect with millions of digital natives. ### Industries Being Reshaped - **Beverage:** Beverage companies can create branded fan zones to promote their products and engage with customers during major events. - **Technology:** Technology companies can participate by providing interactive activities and digital experiences at fan zones. - **Marketing:** Marketing agencies can help brands develop personalized branding strategies and digital marketing campaigns to capture the attention of digital native consumers. ## Related on Trend Hunter - [Hug-Inspired Olympics Campaigns](https://www.trendhunter.com/trends/cocacolas-summer-olympics-campaign.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md) - [Gold Trophy-Themed Soda Cans](https://www.trendhunter.com/trends/cocacola-europe-1.md) - [Soccer Soda Brand Campaigns](https://www.trendhunter.com/trends/world-cup-marketing-campaign.md) - [Golden Olympics-Inspired Coffees](https://www.trendhunter.com/trends/golden-caramel-drinks.md) - [Exclusive Olympic Beer Sponsors](https://www.trendhunter.com/trends/michelob-ultras.md) - [Alcohol Sporting Partnerships](https://www.trendhunter.com/trends/ab-inbev.md) - [Whimsical Uplifting Soda Campaigns](https://www.trendhunter.com/trends/its-magic-when-the-world-comes-together.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md)