Coca-Cola launches largest-ever Olympic Games activation
LONDON — Coca-Cola has launched its Move to the Beat campaign across more than 100 countries, which marks the brand's largest-ever Olympic Games activation.
"As a proud sponsor of the Olympic Games, Coca-Cola is excited that London 2012 has finally arrived," said Joe Tripodi, chief marketing and commercial officer at Coca-Cola. "The Move to the Beat campaign has inspired teens all around the world, through their passion for music and sport, to get engaged in the London 2012 Olympic Games. Now that the Games are upon us, we're delighted to be able to bring our campaign fully to life and show teens around the world how the host city moves to the beat during Games time."
The campaign includes the following elements:
Olympic Torch Relay: 1,300 inspirational "Future Flames" were given a once-in-a-lifetime opportunity to carry the Olympic Flame. During the Olympic Torch Relay Coca-Cola Future Flames travelled the length and breadth of the country as the relay covered 8,000 miles across the United Kingdom;
Integrated marketing campaign: The Move to the Beat global integrated marketing campaign for Coca-Cola is designed to bring teens closer to the Olympic Games and sport in general. Harnessing teens' passion for music, the campaign fuses the beat of London with Olympic sport to connect young people to London 2012;
Global anthem, documentary and TV commercial: Coca-Cola teamed up with Grammy award-winning producer Mark Ronson and Mercury Prize nominee Katy B to record the campaign anthem, "Anywhere in the World." Ronson spent four months travelling the world to capture the sounds of five athletes — Kseniya Vdovina of Russia. Maria Espinoza of Mexico, Darius Knight from Great Britain, David Oliver from the United States and Dayyan Jaffar from Singapore — observing their training regimens and recording the sounds of their sports in unique and unconventional ways for use in the track. Ronson's creative process was captured in a feature-length documentary that is airing worldwide. A global TV commercial featuring the anthem also is rolling out globally;
"Coca-Cola Presents: Beat TV:" Broadcast every week night of the Games from July 30 to Aug.10, "Coca-Cola Presents: Beat TV" show will present the social side of the Games and feature interviews with sports stars and celebrities, comedic sporting challenges with a host of international talent and live musical performances from some of the world's greatest artists;
Digital and mobile application: Coca-Cola has launched desktop and mobile applications that allow teens to create their personal "beat" and share it with others using social media platforms. Hosted at Coca-cola.com/theolympics, 3.3 million people already have created and shared their beats using the integrated applications for desktop, mobile, SMS and the "My Beatmaker" app for smartphones;
Coca-Cola Beatbox: Coca-Cola Beatbox, situated at the Olympic Park, is a structure designed by London architects Pernilla Ohrstedt and Asif Khan. The circular building is electronically live and acts as a musical instrument that you can play as you move around it, using interactive sounds from the "Anywhere in the World" anthem;
Games-time refreshment: Coca-Cola will be refreshing and hydrating the 14,000 athletes, 7,000 officials, 20,000 workers and volunteers and more than 6 million spectators that are expected to flock to the Olympic Park;
Powerade Sports Academy: Giving amateur athletes the opportunity to train with professionals, the Powerade Sports Academy, which runs for one week during the Games, includes skills training in five sports — athletics, swimming, football, cycling and basketball — as well as a program of inspirational lectures, hydration and nutrition tips;
Physical activity programs: Today, Coca-Cola supports more than 250 physical activity and nutrition education programs in over 100 countries. In Great Britain, the company's three-year partnership with StreetGames will bring more than 110,000 youth closer to sport; and
Legacy: Coca-Cola is committed to making London 2012 the most sustainable Olympic Games ever. At all London 2012 venues, Coca-Cola products will be served in 100% recyclable packaging and every empty bottle recycled at the venues will be turned back into a new bottle.