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Kilómetros Solidarios

PR Campaign

Tuesday 31st March, 2026

During La Vuelta Asturias, spectators cycled 98 kilometres on bikes placed at the finish-line advertising areas. Coca-Cola turned those kilometres into 250 litres of donated drink for Oviedo’s Cocina Económica, with volunteers from all three partners also helping prepare and serve meals.

Why it worked: It baked a real-time, meter-visible challenge into a live sporting event, converting fan effort into a tangible, local donation outcome.

The lesson: Consider staging a public, meter-tracked action where audience participation instantly unlocks a concrete, local benefit you can deliver on-site.

Coca-Cola Europacific Partners La Vuelta Asturias GOfit Oviedo

1 Source:

Coverage over time

How this story spread across the media

Publication	Headline	Date
lne.es	Las pedaladas más solidarias con la Cocina Económica de Oviedo	Tuesday 31st March, 2026

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