Coke Launches Herculean Marketing Blitz

Coca-Cola Co. will give away more than 260 million Olympic-related prizes and discounts in the company’s biggest promotion ever - a $1.6 billion push that dwarfs all other corporate campaigns tied to the Summer Games.

The 11-week nationwide promotion begins Monday with a television, print and billboard advertising blitz. Prizes include 10 Chevrolet Camaros and 100 Games-related vending machines, which are autographed by five Olympic gold medalists and come with a year’s supply of soft drinks.

There will be $81 million in prizes and more than $1.5 billion in discounts on items that include Olympic clothing from Starter and Champion and coupons from other Olympic sponsors such as Mattel, Sports Illustrated and Avon.

Consumers can play “Red Hot Olympic Summer” by looking under bottle caps or in 12-packs. The chances of winning are 1 in 3.