Uploaded on Sep 30, 2011
Coca-Cola and DJ Mark Ronson unveil 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 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 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 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 Coca-Cola Move to the Beat campaign was officially launched at an exclusive media preview of the campaign concept against the backdrop of the Olympic Stadium yesterday. 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.
Mark Ronson, DJ and worldwide super-producer
Claudia Navarro, Global Marketing Director, for the Olympic Games Coke-Cola
Joe Belliotti, Director, Global Entertainment Marketing, Coca-Cola
Katy B, Chart-topping star
Dayyan Jaffar, Archery, Singapore
Darius Knight, Table Tennis, Great Britain
Kseniya Vdovina, 400m, Russia
David Oliver, 110m Hurdles, USA
James Eadie, Olympic Portfolio Director for GB, Coca-Cola
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