Assignment: Create Coca-Cola goodwill and brand affinity all along the Olympic Torch Relay route – Los Angeles to Atlanta – by exciting crowds eager to see the Olympic flame.
The tour was dubbed a "Rolling Street Party," where high-energy activators on branded flatbed trailers/stages would sample product and pump up the crowd with music and dancing just before the torch runner's arrival. (Watch the video below.)
This coast-to-coast spectacle was the largest Coca-Cola expenditure of year. It was headed by Mark "Dill" Driscoll, founder of Momentum, which was the experiential agency for McCann-Erickson.