London 2012 Olympic Torch Relay

When Coca-Cola signed up as a Presenting Partner of the London 2012 Olympic Torch Relay, its vision was to help deliver a UK-wide Olympic experience across 65 City Celebration venues, 70 days and 8,000 miles. Our brief was to create a distinctive roadshow experience that would champion music, sport and refreshment, whilst reinforcing the brand’s global “Move to the Beat” Olympic campaign.

The solution was inspired by Coca-Cola’s song for the Games ‘Anywhere in the World’, a collaboration between Mark Ronson and Katy B using the sounds of sport created by top athletes. For the City Celebration Roadshow, we gave consumers the chance to create their own ‘Beat’ on 4 interactive pods inside a giant branded trailer; using “Beat Generator” software created by Line Up.

The finished mixes were “relayed” via LED lights for playback on a large LED tile screen positioned behind the main sampling bar, where up to 20,000 ‘Perfect Serves’ of Coca-Cola were distributed daily. Alongside the trailer, people could have their photo taken with The Olympic Torch in front of a backdrop of London’s stadium.

The Beat Generator software was also used by a DJ on the main LOCOG stage to create customised City Beats for each location.

• 546,000 Perfect Serves distributed over 70 days
• 75,952 Torch photos taken, with 17,468 shared via social media
• 9,221 beats created on the City Beats trailer and a further 2,653 generated virally
• Over 1.7million Facebook impressions created
• The activity helped Coca-Cola top the table as the most recognised Olympic sponsor by July 2012 with 42% spontaneous recall and 65% prompted recall (Source: Interbrand)


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