Coca-Cola is the longest continuous sponsor of the Olympics. For London 2012 its activity wasn't spread over the month-long Games period - it started three months previously with the company's involvement with the torch relay. With so much activity, the sponsorship programme needed to combine creative excellence with military precision. From the outset the strategy was to mirror customer facing comms activity with an internal programme designed to energise, inspire and engage Coca-Cola Enterprises' 5000 employees. The result was one of the most exciting employee engagement programmes produced. Coca-Cola Enterprise's communications director, Ed Knight, brings the Olympic Coca-Cola story to life.

1. Sponsorship ²
Making London 2012 count
inside Coca-Cola Enterprises
Ed Knight, CCE, GB PAC
8 November 2012

2. Measuring whether sponsorship measures up
"Over the past year Coca-Cola has worked with
independent think tank Demos to create a new
model of sponsorship evaluation that looks to
quantify the social impact of sponsorship activity.“
"It will allow us to see what we do well, where we
need to improve and how we can apply this
knowledge to our future sponsorship and
marketing activity. This is the first time a corporate
sponsor has sought to design a tool to rigorously
and robustly measure the social impact of their
sponsorship activity."

3. 5,123 employees Based in GB
On the line On the road
Channel Strategy
Measure Results
Manufacturing = 36% Sales & Engineering = 32%
On the network
Office based = 32%
Editorial Tracking
Planning Analytics
3 distinct groups

4. Reaching employees as we reach consumers

5. Proposition: Experience London 2012 with CCE
Giving every GB based employee the chance to
participate in a London 2012 Olympic Experience
Live Positively
60 Torchbearers Recycling Work at Test Events Get Involved
Inspiring Volunteering Olympic Venues City Celebrations
Personal Best Paralympic Tickets
Opening
Paired Ticket ceremony
& Single Roadie
dress
of the Day
Prizes rehearsal

6. Finding GB’s Future Flames
“Coca-Cola, as Presenting Partner of the London 2012
Olympic Torch Relay, is looking for young people who
have helped Britain burn brighter in their local
community to become a Olympic Torchbearer for
London 2012. ”
“Recognise someone truly inspirational by
nominating them to be part of this historic event.
Someone who has a burning passion; whether that’s
excelling at sport, taking an interest in conserving the
environment or selflessly supporting projects in the
local community.”

7. Live Positively… CCE’s torchbearers

8. Promoting to employees: reach & relevance
Reaching all groups;
Across all channels;
Make it easy;
Impossible to miss out;
Value of viral – provoke it;
Audience creates credibility;

9. Live Positively Torchbearer Video

10. @Share2012
• Our social media summer:
 1,000 tweets Twitter
 100 blogs
 1,000 photos
Flickr
 772 chatter messages
 663 chatter comments
• Response revolution! Chatter
• New community created…
• Celebrating local contributions
• New route to Recognition London 2012
• Positive power of peer to peer Blogs
Motivation and momentum to bridge our digital divide and embed new practices

11. Olympic Flame fever… in writing
July 13, 2012 at 11:12 June 29, 2012 at 10:18
“Employee: Just been in Weymouth to see " Employee : Proudest day ever! Employee from the
Employee, CCE Academy of Excellence athlete, run Nottingham team carried the torch in Chesterfield. For
with the torch. In fact... I actually ran along side those of you that don't know Employee, she has been
her, nearly as good as being a torchbearer myself!!" battling leukaemia for the past 2 years and has only
very recently been released from hospital. The crowds
were the biggest I have seen yet and it was incredibly
emotional for her family, friends, colleagues and even
July 6, 2012 at 20:19 her nurses who were out in force. Such an amazing
Employee : A spine tingling welcome for the torch moment and something I will remember forever!"
in Southend. Torchbearer Employee is overcome
with emotion, as a choir of 2,000 children sing a
specially written Olympic Torch anthem. The best June 20, 2012 at 1511
welcome for the torch so far, not a dry eye on the " Employee : #otr #share2012. I ran with the torch in
seafront where an estimated 50,000 people turned Ripon yesterday. The weather was beautiful as was the
out!" city and it's people. The feelings of positivity and
goodwill from the crowds was overwhelming."

12. Magic of momentum & positive peer pressure
June 25, 2012 at 1204 June 7, 2012 at 11:57
" Employee : #otr in Wakefield factory. What a privilege to Employee : Please keep up the OTR pictures. Each day I get
watch Employee from Peterlee run into Wakefield factory to more and more excited and I can't wait to open chatter
massive applause and hand the torch to Employee. An honour each morning… It makes me so proud to know that Coca-
to watch Employee and hear the amazing work he does in the Cola adds to peoples happiness and when they are talking
community." about the Torch Relay they also include Coca-Cola. "
28 May 2012: 1522
June 19, 2012 at 0839 Employee : A truly memorable day yesterday as I carried the
Employee : Fantastic experience yesterday running torch through the streets of Llanon. I feel immensely privileged!
with the Olympic Torch in Loftus!! Thanks for all the The crowd’s enthusiasm was overwhelming."
support and hard work."
June 17, 2012 at 1353
Employee : A truly special experience, the atmosphere was exhilarating, the crowds massive and
enthusiastic, cheering everyone... I felt proud and humble to be part of a great group of people who have done and
do wonderful things... thank you all... a lifetime memory...and we made Regional TV news...!!"

13. Did we reach across our three GB audience groups?
66% registered
65% of all employees registered
66% ‘on the road’ registered
67% ‘on the road’ registered
Academy of Excellence
79% ‘on office network’ registered
80% ‘on office network’ registered
Olympic Legacies
50% ‘on the line’ registered
52% ‘on the line’ registered
Yes No No. of Yes No. of No
On the Line 52% 48% 949 878
Key Findings – Growth by audience since March 2012:
On the Network 80% 20% 904 220  ‘On office network’ growth up +13%
On the Road 67% 33% 1122 546  ‘On the road’ growth up +10%
All 66% 34% 3217 1644  ‘On the production line’ growth up + 9%

14. How did London 2012 sponsorship make them feel?
More than 90% felt proud & inspired, or enjoyed their
London 2012 Coca-Cola experience
Academy of Excellence
Olympic Legacies
4. What's your favourite thing about Olympic Zone (‘OZ’)?
5. Has OZ increased your understanding of how Coca-Cola is using London 2012 to accelerate its business plans?
6. How does visiting Olympic Zone make you feel about working for Coca-Cola and London 2012?

15. Did we make London 2012 count for our employees?
"Reminds me just how great our brand and business is, then I go tell all my friends. :-) "

16. Learning that lasts from London 2012
About our communication campaigns:
• Local is the only route to relevant;
• Community really counts for people;
• Social media makes expression easy;
• But offering a successful catalyst is
crucial.
About our employee audiences:
• Like bringing their home & work together;
• Think personal is positive & precious;
• Value communications that are true to life;
• Benefit from sharing with each other…
• Are good at inspiring each other…