To help make their sponsorship of The Olympics Games
more relevant to teens, Coca-Cola decided to show a different, more
social side to the Olympics by creating an anthem out of the sounds
of sport - and inviting the audience to Move To The Beat Of London
2012. Music producer Mark Ronson was commissioned to make the
track, and was filmed for a documentary as he travelled round the
world meeting athletes and recording the sounds of their training.
This footage was first broadcast in February 2012, and then
episodically shared online in the run-up to the London 2012 Olympic
Games. The mobile phone was pivotal to all of this activity - a
first for Coca-Cola. The device connected teenagers around the
world to join in and get involved. A huge SMS program let teens
connect with the athletes and the artists, sending them fascinating
facts, new and exclusive content, driving them to content online
and offline. A state-of-the-art mobile website acted as a companion
to the documentary, letting teenagers watch behind the scenes
footage and download gorgeous wallpapers and ringtones made from
the sounds of their favourite athletes. And an incredible app
invited teens to get creative on their own beats made from their
own movements. They could also mash up their beats online, with
beats that other teens have made, to be part of the biggest musical
collaboration in history. The activity launched close to the
deadline, so we don't have full results as far as consumers are
concerned. However, it has been received very positively with the
client Coca-Cola. Previously the number of markets to activate
mobile at this level of integration was zero. For this campaign,
over 50 markets have chosen to run this mobile work for the London
2012 Olympic Games.