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Coke launches 'green' contest ahead of Expo
2009. 11 June
by Anita Davis
(brandrepublic.asia) Coca-Cola has joined forces with the Shanghai Expo Organising Committee and portal QQ to launch a contest across China aimed at promoting environmental sustainability.
The student-targeted competition aims to generate creative ideas that could remedy the country’s environmental problems. The entries, across a range of video, audio and other artistic media, will be voted on by audiences across China.
The submissions with the most votes at the end of six months will be promoted across the country and their creators will have the chance to exhibit their work at the 2010 World Expo in Shanghai.
The beverage giant has touted its Environmental Protection Innovation Contest as one of the largest student creativity contests undertaken in China and the largest related to improving the environment.
The competition will rely on QQ, China’s largest portal site, to generate buzz among students online and in university campuses through an integrated marketing campaign.