Coke to ramp up Olympic mobile content

Coca-Cola plans to ramp up the use of mobile and “real-time” platforms as part of its Move to the Beat Olympic activation campaign, as the London 2012 Games near.


A focal point for the Move to the Beat campaign (pictured) will come during the Torch Relay event that starts in May and crosses the country until the Olympics start on 27 July.

James Eadie, Olympic portfolio director at Coca-Cola, says that the Torch Relay provides an opportunity to celebrate the wider context and spirit of the Games and engage young people up and down the country.

He says: “The activity is more abut real time responses and capturing the spontaneity around the Games than about creating TV ads. The filming of the ads was an event for young people to come along to and so the story in the ad is as much about the people who were there and the crowds getting involved as it is about the brand.”

“The whole campaign is about our attitude to creating fantastic content and the touchpoints we can use to share it. Mobile is clearly an important platform and we’ll use it more as we get closer to the Games.”

While the Move to the Beat campaign is not planned to continue beyond the Games, Coke hopes that its legacy will continue as a platform connecting young people, music and sport in the UK.

Move to the Beat will run across all the brands in the MyCoke portfolio – Diet Coke, Coke Zero and Coca-Cola.

Coke has this week unveiled the first global TV ads to support the campaign and a 25m urban street art project in Hackney.

The ads will break on UK TV during the Brit Awards on 21 February.