Coca-Cola Will Donate $1 For Every Social Media Share This #ReachUp Special Olympics Video Receives
Coca-Cola burnishes its image as a supporter of worthy causes by using an inspirational song to promote its Special Olympics sponsorship.
In celebration of the return of the Special Olympics to the United States for the first time in 16 years, Coke, as Founding Partner of the Special Olympics, has created a song for the 2015 World Games.
The song, entitled Reach Up, launches today and features Marc Roberge, lead singer of O.A.R., and recording artist Cody Simpson. They are accompanied by Breanna Bogucki, singer and Special Olympics athlete, and Madison Tevlin, the young woman with Down’s Syndrome who became a viral sensation earlier this year for her rendition of John Legend’s All of Me.
Reach Up will be performed during the Opening Ceremonies on July 25 on ESPN.
Coke is encouraging people to share the video using the hashtag #ReachUp. Each time the video is shared, the brand will donate $1 — up to $100,000 — to the Special Olympics.
Of his participation in the campaign, Roberge said:[blockquote]“In all our lives, we’ve been touched by somebody who may not have been born with all the opportunities we were. At the end of the day, we are all doing the exact same thing — trying to appreciate this daily life that we’re given. I feel like the lucky one, being able to spend time and learn from two incredible individuals — Madison and Bree — involved with Coca-Cola for something as special and as important as the Special Olympics World Games. Reach Up is an anthem. I want people to hear it and feel like they can do anything.”[/blockquote]
Coke is promoting the video on Facebook and Twitter:
— Coca-Cola (@CocaCola) June 15, 2015
The effort has also inspired participation from the artists and others:
— Marc Roberge (@marcroberge) June 15, 2015
— Special O Canada (@SpecialOCanada) June 15, 2015