19 Feb 2016
Worldwide TOP Partner Coca-Cola has recruited a young Norwegian to become its social media reporter at the 2nd Winter Youth Olympic Games (YOG), helping share the fun from Lillehammer on Instagram and Snapchat.
Fifteen-year-old Herman Henriksen, from Sortland in northern Norway, was selected from thousands of other young Norwegians as part of Coca-Cola’s #detergull (That’s Gold) campaign, which encouraged young people across the country to post videos to social media demonstrating why they should be chosen.
“Having seen the funny videos of Herman on Instagram, we strongly believe that people are really going to love him,” says Anne-Marit Ihlen, Marketing Manager of the Coca-Cola Company Norway.
Herman, who is spending four days with Coca-Cola’s social media team at the YOG, is looking forward to sharing his experiences with other Olympic fans online, and he produced this clip to celebrate the fact he had been selected to go to Lillehammer.
“This will be great,” he says. “It is incredibly fun to be part of something like this. Older people keep talking about the Winter Olympic Games in Lillehammer in 1994, but I was not even born then. Now, I will be able to experience the Olympic Games for myself, and I am really looking forward to it. I want to meet the young athletes and volunteers, but also take a look behind the scenes.”
Herman is working with Ida Ursin-Holm, a young Norwegian media personality with experience in front of the camera, who is on hand to share her experiences and provide tips, as well as a confidence boost when needed. Herman will also become the first-ever Snapchat reporter at an Olympic event, highlighting the innovative nature of the YOG.
Kristel Granaas, Brand Manager at Coca-Cola, said: “Our aim with the campaign was to find a talented teenager with aspirations to become a journalist and give them the experience of lifetime. At the same time we also wanted to communicate to Norwegian teens what the Youth Olympic Games and Coca-Cola’s partnership is all about.”
“Social media is all about conveying engaging moments and nobody does it better than the young,” says Magne Vikøren, Chief Communications Officer for Lillehammer 2016. “We like to say that the Youth Olympic Games is a laboratory, and as we find new ways to engage people we really feel that we are living out our own slogan of ‘Go Beyond, Create Tomorrow’. That a partner such as Coca-Cola, with its long Olympic history, also lives out this slogan while communicating with the youth is very exciting.”
In the build-up to the YOG, Coca-Cola was also a Presenting Partner of the Lillehammer 2016 Torch Tour, which saw the Olympic flame travelling across Norway to promote the Games and highlight the achievements of the young volunteers and Change-Makers who are contributing to their success. The Torch Tour visited 21 cities across the country, with Coca-Cola engaging local communities with large-scale celebrations in each location and encouraging them to get active through its Just Dance initiative.
The Worldwide Olympic Partner is also playing an active role during the YOG, with a pop-up store within the Stampesletta venue cluster and an interactive quiz to engage athletes as part of the Learn & Share programme that is running alongside the Games.