VIDEO: Marketing tours Coke's Beatbox venue at the Olympic Park

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Friday, 10 August 2012 11:17AM

Marketing takes a tour of Coca-Cola's Olympic Pavilion, known as the Beatbox, and speaks to the soft-drink giant's Olympic portfolio director James Eadie about consumers' overall engagement with the experience.

Coca-Cola: Future Flame Olympic activity

The Coca-Cola Beatbox, designed by Asif Khan and Pernilla Ohrstedt, has been created as part of the brand’s 'Future Flames' campaign.

The experience begins with a 200 metre tour around the outside of the building, which gives visitors the opportunity to touch and play the musical touch points along the route.

Each touch point releases the sound of a sport, including archery to ping pong, and allows consumers create their own music.

Most of the 300 Coca-Cola representatives guiding consumers through the pavilion have been selected from the six Olympic boroughs in London.

Coca-Cola expects to have around 200,000 visitors to the Beatbox during the course of the Olympic and Paralympic Games.

Eadie told Marketing that the company has been conducting a number of exit polls, surveys and collecting anecdotal evidence from visitors, to measure consumer engagement with the pavilion.

This article was first published on marketingmagazine.co.uk