46IOC Marketing Report – Beijing 2008 Chapter FourSponsorship " The Beijing Games gave Coca- Cola the opportunity to reach millions of consumers in China and around the world through the largest scale marketing programmes the company has ever created for the Olympic Games. We were able to build on the passion and excitement of Beijing 2008 to connect with Chinese consumers and to reinforce preference for our business and our brands." Joe Tripodi, Chief Marketing and Commercial Leadership Officer, The Coca- Cola Company For Beijing 2008, Coca- Cola – the longest- standing corporate partner of the Olympic Games – used a combination of on- the- ground activities and programmes involving art, music and online initiatives to connect millions of people around the world to the spirit of the Olympic Games, while refreshing millions of spectators and athletes at the Games themselves. Coca- Cola also ushered in a new era of " Shuang" – a Chinese expression meaning complete physical, emotional and spiritual refreshment – and created interactive experiences throughout Beijing and China for spectators and athletes during the Games. Shuang Experience Centre More than 200,000 visitors experienced The Coca- Cola Shuang Experience Centre in the heart of the Olympic Green. The 4,000- square metre attraction provided visitors with several interactive experiences, including celebrations of China, the Olympic Torch Relay and the 80- year partnership of Coca- Cola and the Olympic Games. There was also an exhibit featuring 34 two- metre tall Coca- Cola bottles designed with artwork showcasing the unique heritage of the different regions of China.