Feb 26, 2010 at 03:56 PM
written by Brian Gainor

Activation Tactic of the Week

Are you looking for new, creative ways to leverage the Olympics? Are you looking to promote Vitaminwater products on-site?

Vitaminwater recently featured two (2) unique activation tactics in Vancouver as a means to leverage consumer passion for the 2010 Olympic Games and drive awareness amongst tourists and residents strolling through the city. As a brand within the Coca-Cola family, Vitaminwater launched a full campaign around the 2010 Vancouver Olympic Games that encouraged Canadian citizens, including Olympic athletes competing in the Games, to try its product.

Check out their two (2) unique engagement tactics below:

Vitaminwater Bus Shelter Renovation

Vitaminwater teamed up with Cleveland-based ad agency Brokaw to transform Vancouver bus shelters into ski lift seating for consumers to enjoy while touring the city. The unique bus shelter branding was accompanied by signage that read, "It Makes the Daily Routine Feel More Like an Olympic Event", and the minor branding tactic really served as a great way to escape the Olympic clutter experienced throughout Vancouver.


Vitaminwater Mini-Curling

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too. The opinions expressed herein do not necessarily represent those of the publisher, SponsorPitch, LLC.