In its largest digital campaign ever Coca-Cola wanted to develop and deliver a breakthrough digital idea to get teens worldwide moving to The Beat of London 2012 and facilitate the sharing of Olympics content produced by Coca-Cola.
Starting with the Coca-Cola Olympic anthem, “Anywhere in the World,” by super producer Mark Ronson and vocalist Katy B, We invited teens to contribute to the biggest collaboration in musical history, the Global Beat.
Teens created personalized versions of the track based on the rhythm of their social expressions in the Facebook Open Graph and Spotify. The track was shaped into a shareable personal video that served as an invitation to friends to create and add their personal track to the Coca-Cola Global Beat.
Teens across 52 countries created more than 3.5 million personalized tracks to build the Global Beat. The Global Beat experience helped generate 25 million views of video content which we made available on the Coca-Cola Olympics website.
Finalist: Best Mobile/Social Integrated Campaign Digiday
Digital Marketing Innovator of the Year Mashable's Mashie Awards