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- AT&T Sends Controversial ‘American Idol’ Text Message
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Coca-Cola Sponsors Olympic Bloggers
As an extension of Coca-Cola’s longstanding Olympic marketing efforts, six college students from around the globe received free airfare and accommodations during the winter games in Torino, Italy, as compensation for blogging their experiences on Coca-Cola’s new site, Torino Conversations, which went live February 8th, writes Mediapost. The students represent Austria, Canada, China, Germany, Italy, and the U.S. and have agreed to keep their blogs positive.
The Torino Conversations site is designed and executed by the Vienna-based agency Knallgrau New Media Solutions and includes podcasting, photo postings, and readers’ comments.
More institutional sponsors, including Visa USA and the Netherlands Board of Tourism and Conventions, are using part-time and full-time bloggers to add an element of online community to their traditional marketing efforts.
Coca-Cola plans to continue its 78-year sponsorship of the Olympics, having signed a 12-year agreement that begins in 2009.