Marketing Report London 2012 - International Olympic Committee

48 Chapter Four / SPONSORSHIP
“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. We are delighted
to have been able to bring our campaign fully to life and
celebrate how London moved to the beat during Games time.”
Joe Tripodi, Chief Marketing and Commercial Officer
The ambition of Move to the Beat, the Coca-Cola global campaign for London 2012, was to bring
youth across the world closer to the Olympic Games. Harnessing passions for music and drawing
inspiration from London’s musical heritage, the campaign fused music with sport.
Anywhere in the World
Coca-Cola partnered with award-winning producer Mark Ronson and vocalist Katy B to record
‘Anywhere in the World’, the anthem at the heart of the campaign. Ronson travelled the world,
meeting athletes to record their sporting sounds, providing the beat of the song. A documentary
following Mark’s progress aired worldwide while Mark & Katy were also joined by the athletes in a
global television commercial.
Digital activations encouraged teens to interact with the campaign. Desktop and mobile applications
featured social media plug-ins, allowing users to fuse personal music and sporting preferences,
creating truly tailored experiences.
Coca-Cola Presents: Beat TV
Coca-Cola captured the sights and sounds of London through a daily television show aimed at
bringing the social side of the Games to teens. Coca-Cola Presents: Beat TV broadcast globally for
10 nights of the Olympic Games, featuring celebrity and athlete interviews, on-air challenges and live
music performances from international talent.