Coca Cola announced Thursday its partnership with worldwide super-producer and DJ Mark Ronson, as it unveils the Move To The Beat campaign, in support of the London 2012 Olympic Games.
The global marketing campaign, which is targeted at teenagers across the globe, uses music to unlock the social side of the London 2012 Olympic Games. Superstar Mark Ronson travelled the world meeting up and coming athletes, fusing the sound of their sports with traditional London music to create the anthem that Coca Cola hope will become the soundtrack of the London 2012 Olympic Games.
Mark travelled to Mexico, Singapore and Russia to work with table tennis players, archers and track athletes to develop the Move to The Beat track, whilst chart-topping star Katy B created the track’s inspirational 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 air in the UK from early 2012. A 60-minute documentary film, which follows Ronson’s journey across 5 countries and 3 continents, to meet with the athletes and record the sounds of their sports, has also been created and is due to air in 2012.
Coca Cola’s Move to The Beat campaign was officially launched at an exclusive media preview of its concept, against the backdrop of the Olympic Stadium. It is the latest initiative in Coca Cola’s 84 year association with the Olympic Games, which dates back to the 1928 Amsterdam Olympic Games.