Coca-cola & Ronson Unveil London 2012 Campaign
Coca-Cola has announced its partnership with worldwide producer and DJ Mark Ronson as it unveiled the Move to the Beat campaign in support of the London 2012 Olympic Games.??
The global marketing campaign is targeted at teenagers across the globe, and uses music to unlock the social side of the London 2012 Olympic Games.
Mark Ronson has been meeting up and coming athletes around the world to fuse the sound of their sports with traditional London music to create the campaign anthem that Coca-Cola hope will become the soundtrack of the London 2012 Olympic Games.??
Mark travelled to the likes of Mexico, Singapore & Russia to work with table tennis players, archers and track athletes to develop the Move to The Beat track, whilst singer Katy B created the track’s lyrics and features as a vocalist.
As the core music element for the campaign, the track will be featured in TV commercials, mobile and digital platforms and at Coca-Cola events during the Olympic Games.
??A TV commercial to promote the track, featuring Mark Ronson, Katy B and all five Coca-Cola Olympic hopefuls, will demonstrate the fusion of music and sport against a London backdrop and will be aired in the UK from early 2012.
A 60-minute film documentary film, which follows Ronson’s journey across 5 countries and 3 continents to meet with each of the athletes and record the sounds of their sports, has also been created and is due to air in 2012.?
The Move to the Beat campaign is the latest initiative in Coca-Cola’s 84 year association with the Olympic Games which dates back to the 1928 Amsterdam Olympic Games.
