Lenovo and Coke Launch Olympic Social Networking Campaigns

With the Olympic Games just a month off, some brands are looking to extend their sponsorships with social media programs. Lenovo has created 100 athletes' blogs in an attempt to align itself with some less mainstream sports, such as field hockey and modern pentathlon. It gave the athletes laptops and video cameras to chronicle their preparation for the games. With the Olympic Games just a month off, some brands are looking to extend their sponsorships with social media programs. Lenovo has created 100 athletes' blogs in an attempt to align itself with some less mainstream sports, such as field hockey and modern pentathlon. It gave the athletes laptops and video cameras to chronicle their preparation for the games. The blogging program is complemented with a Facebook effort that lets users virtually identify themselves with their country's teams. Federated Media and Citizen Sports created country applications users can add to their profiles. So far, more than 100,000 have been downloaded. "Design the World a Coke," which launched a month ago and runs through September, invites consumers to glam up virtual Coke bottles, working by themselves or co-creating designs with friends. Consumers can build their own bottle artwork galleries; showcase their designs inside a larger Coke gallery; vote for their favorite designs; and post their creations on their personal Web pages.
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