The Coca-Cola Co. is tapping into mobile for the launch of a multifaceted Olympic Games-themed program in the United States designed to engage on-the-go fans.

The campaign is anchored by a group of high-profile U.S. Olympians and champions, known as the Coca-Cola ?Six Pack? of athletes, limited edition Olympic Games-themed packaging, mobile media and digital experiences. The brand has partnered with NBC and launched a custom WAP site to support the campaign at http://m.cokeopengames.com, which will go live on Wednesday, Feb. 3.

?The overall ?Open the Games. Open Happiness? campaign targets fans of the Olympic Winter Games, with a special emphasis on moms and teens,? said Linda Cronin, director of media interactive communications at Coca-Cola North America, Atlanta.

?Coca-Cola is the exclusive sponsor of Team USA content on NBCOlympics Mobile, which allows us to promote our Coca-Cola Six-Pack of athletes, information about our Olympic-themed collectible cans as well as cool downloads," she said.

?We've also established a first-of-a-kind partnership with NBC on the development of a cobranded mobile application that brings fans into the Vancouver experience by playing energetic, familiar sounds related to the Games like air horns and cowbells and the sounds associated with drinking a Coke?ice clinking, pouring, the first ?ahh??right on their iPhone and iPod touch.?

Coca-Cola is the exclusive nonalcoholic beverage provider to the Olympic Games through 2020.

The Coca-Cola ?Six Pack? includes five-time Olympic medalist Apolo Anton Ohno (short track speed skating), Olympic silver medalist Gretchen Bleiler (snowboard), three-time Olympic medalist Angela Ruggiero (ice hockey), World Champion Evan Lysacek (figure skating) and two-time U.S. figure skating champions Keauna McLaughlin and Rockne Brubaker.

For the Vancouver mobile program, Coca-Cola partnered with IMC2, Dallas.

Digital Olympic experience
Coca-Cola is partnering with NBC as an exclusive sponsor of Team USA on NBCOlympics.com and NBCOlympics Mobile.

The sponsorship includes a custom content section that captures all of the celebratory and feel-good moments of the Vancouver 2010 Olympic Games and a mobile application called ?NBC Olympic Cheer presented by Coca-Cola.?

In addition to the Olympic sounds features, the application helps fans support Team USA by recording and submitting their own custom cheers within the application.

Rounding out the NBC partnership is the exclusive sponsorship of ?Primetime Challenge,? which enhances the Olympic Winter Games viewing experience by letting fans play along with the TV broadcast through a two-screen application synced up to live action, offering trivia, predictive questions, polls, fun facts and athlete profiles.

MyCokeRewards.com serves as the hub for everything Olympics Games as members can redeem points for Coca-Cola Olympic Games gear, learn about the collectible cans and the Coca-Cola ?Six Pack? of athletes, and earn bonus points when U.S. athletes win medals during the Vancouver 2010 Olympic Winter Games.

For Olympic Games fans on the go, Coca-Cola offers a mobile site at http://m.cokeopengames.com that reflects the content found on MyCokeRewards.com, plus downloadable wallpaper of the athlete silhouettes featured on the collectible cans.

MyCoke.com is a destination for teens looking to interact with Coca-Cola and the Olympic Games.

Visitors can design their own digital Coke bottle to share with others and learn about the Coca-Cola Six Pack of Olympic athletes.

Teens can also view videos, including Coca-Cola Olympic Games commercials and U.S. Olympic Committee webisodes featuring the ?Six-Pack? of Olympic athletes, and participate in an interactive global video game.

Mobile advertising, mobile site, mobile app
In addition to Winter Olympics-themed cans, bottles and TV commercials, Coca-Cola is running mobile advertising.

Coca-Cola mobile ads direct consumers to the brand?s dedicated mobile landing page, http://m.cokeopengames.com, which features information on its limited-edition Olympic Games-themed cans, its Olympic television spots, Coca-Cola "Six -Pack" of Athlete videos, downloadable wallpapers and a link to download the NBC Olympic Cheer application for the  iPhone and iPod touch.

?Our Olympic program is designed around celebrating the games that uplift fans everywhere,? Ms. Cronin said. ?More and more, people are customizing the way they receive news and information?they want it fast and they want it to fit within their on-the-go lifestyle.

?So, it's only natural that our mobile channel is a critical element of our overall Olympic marketing strategy,? she said.

?We had a lot of success with this channel during the Beijing 2008 Olympic Games, so we significantly increased our mobile commitment for Vancouver in order to deliver the excitement of the Games to fans no matter where they are.?