The London Olympics
an integrated, branded entertainment experience
BRIEF
For the first time, Coca-Cola wanted to engage and recruit teenagers using the Olympic Games as a platform, a low-interest property for this target. More than this, the brand wanted to use this as an opportunity to get young people up and physically moving.
CREATIVE STRATEGY
The idea itself would come at the intersection of four insight pillars. For role of brand, Coke is experienced ”in the stands,” not the field of play. And if a global study, teens associated London with music.
IDEA
Move to the Beat of London 2012.
Harnessing the power of the London music scene and the personality and “social side” of young Olympians, Coca-Cola created the fusion of sport and music. We partnered with a globally renowned producer (Mark Ronson), a chart-topping musician (Katy B), and five Olympic hopefuls to create a music anthem that would inspire the world to move.
Ronson travelled the world to meet the five athletes, capture their personal stories and the sound of their sport. He and Katy B used their sounds and created a new Olympic anthem. The five athletes were then invited to London to participate in a live concert and PR event to debut the new track.
CONTENT STRATEGY
The media landscape in 2012 was becoming increasingly fragmented, so it was critical to ensure our investments would yield a range of content and experiences.
The film itself not only netted a full length documentary, but also a host of other content, from webisdoes to be used in digital and social marketing, to outdoor and print ads. The documentary itself was used to barter media in multiple markets, and the global PR launch of the campaign was also the final, epic scene within the documentary itself.
In sum, the approach to content development was not only innovative, but ensured maximum return on our production investment.
Full Length Documentary
An incredible amount of high quality content was captured to create this hour long documentary. The content itself was created with an omni-channel strategy in mind, so the film was also used for broadcast, digital shorts, and social media content. A few examples are included below.
Immersive Digital Experience
We invited teens to create bespoke versions of Ronson’s tracked by analyzing their social media activity. There were participants from over 52 countries who created more than 3.5 million personalized versions. The tracks were not only shaped into shareable personal videos, but they were all were combined to create a singular “Coca-Cola Global Beat”, a never-ending anthem which generated 25 million views of music and Olympic content.
BRIT Awards Premiere
To ensure the campaign launched in a big way, and given its music thematic, a 2 minute version was aired on the BRIT Awards (which is of similar scale to the Grammys in the U.K.).
Digital Webisodes
These are a few examples of the short from content that was created for digital media. Each tells a sliver of the larger story though is able to stand independently to tell an engaging story. from a larger pool of “webisodes” that were created for various online paid media. This one tells the story of movement and it’s deep connection to sport.
