Marketing Pilgrim

MediaPost has details of Coca-Cola’s initiative to send half-dozen bloggers to the Winter Olympics in Torino, Italy.

Adding to its usual marketing efforts during the games, Coke is paying to fly and accommodate young representatives from China, Germany, Italy, Canada, Austria, and the United States–each of whom has agreed to keep their posts positive, according to Coca-Cola spokesman Philipp Bodzenta.

“They understand they we’re looking for the positive side of the Olympics,” said Bodzenta, adding: “They are part of the PR team, but they are not Coke employees.”

The blog is called Torino Conversations.

Thanks to BN

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