Coca-Cola along with Sogo Active and Accelteon client ParticipACTION have teamed up to run the “Sogo Carry The Flame” tour.
Coca-Cola’s “Sogo Carry the Flame” Tour is bringing the Vancouver 2010 Olympic Torch to communities across the country to inspire Canadians to become Olympic Torchbearers and live healthier lifestyles.
Designed and manufactured by Bombardier, the Olympic Torch is traveling on the 32-foot “Sogo Carry the Flame” Tour RV, and will visit approximately 50 venues in 25 cities.
The RV is equipped with computers so that people can nominate themselves for the chance to become an Olympic Torchbearer at iCoke.ca or SogoActive.com.
Sogo Active is a national, youth active living program presented by Coca-Cola in collaboration with ParticipACTION.
“The Vancouver 2010 Olympic Torch Relay will touch the soul of the nation,” said Mickael Vinet, Olympic torch relay manager, Coca-Cola Canada, in a release. “And with our ‘Sogo Carry the Flame’ Tour, we hope to use the unique power of the Olympic Games to inspire the nation to sign up to be torchbearers.”
By building a series of events tied to the Olympic torch, Coca-Cola has aligned itself with one of the world’s most recognized icons. The activities surrounding the torch relay itself include:
Onsite activities include road hockey in a boarded-in hockey zone, the Sogo Active Interactive Running video game, a “Commitment Wall” where Canadians can share their commitment to “Live Active” or “Live Green,” and a display of Olympic torches from Beijing, Torino, Athens, Salt Lake City, Nagano and Atlanta.
Thus this campaign has the effect of brining multiple tribes together:
- Bringing people across Canada together who are passionate about the Olympics and amateur sport
- Bringing active people within each community together by hosting these events
