| Title | VIRTUAL TORCH RELAY FOR 2008 BEIJING OLYMPIC |
| Brand | COCA-COLA CHINA |
| Product / Service | COCA-COLA |
| Category | C02. Best Use of Viral |
| Entrant | ISOBAR_WWWINS CONSULTING Shanghai, CHINA |
| Entrant Company: | ISOBAR_WWWINS CONSULTING Shanghai, CHINA |
| Advertising/Web Design Agency: | ISOBAR_WWWINS CONSULTING Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andres Kiger | Coca-Cola China | Senior Director of Integrated Marketing |
| Wendy Li | Coca-Cola China | Interactive Marketing Director |
| Cissy Chu | Coca-Cola China | Senior Manager/Imarketing |
| Raymond Zhang | Coca-Cola China | Interactive Marketing Manager |
| Stephen Lu | Coca-Cola China | Digital Marketing Infrastructure Operation |
| Wayne Fan | Isobar_wwwins Consulting Shanghai | Regional Business Director |
| Annie Li | Isobar_wwwins Consulting Shanghai | Account Director |
| Annie Zhang | Isobar_wwwins Consulting Shanghai | Web Planner |
| Even Zhu | Isobar_wwwins Consulting Shanghai | Account Supervisor |
| Lotus Chang | Isobar_wwwins Consulting Shanghai | Planning Manager |
| Beth Hsu | Isobar_wwwins Consulting Shanghai | Senior Data Analyst |
| Simon Meng | Isobar_wwwins Consulting Shanghai | Data Analyst |
| Peter Shen | Isobar_wwwins Consulting Shanghai | Executive Creative Director |
| Tim Doherty | Isobar_wwwins Consulting Shanghai | Creative Director |
| Miya Lee | Isobar_wwwins Consulting Shanghai | Associate Creative Director |
| Ido Du | Isobar_wwwins Consulting Shanghai | Senior Interactive Designer |
| Baby Guo | Isobar_wwwins Consulting Shanghai | Senior Experience Designer |
| Cain Peng | Isobar_wwwins Consulting Shanghai | Copywriter |
| Enya Chang | Isobar_wwwins Consulting Shanghai | Production Manager |
| Mike Chang | Isobar_wwwins Consulting Shanghai | Technical Director |
As the official sponsor of the Beijing Olympic Games, Coke wants to find innovative ways to amplify the brand message and connect with the target audience – allowing them to share an emotional bond with the brand at this special historic moment in Chinese history. By leveraging the power of peer influence, we utilized the most popular IM platform QQ to let consumers pass on a virtual torch to form a human chain online. 17 million people joined in first 2 weeks, and more than 62 million users participated in the Virtual Torch Relay program (24.5% of China internet users).