We launched with China’s five famous Olympians asking for support in online teaser videos seeded across the web.

100 days before the opening ceremony, we hosted a national call to action event with this 'Dream Team', further inviting consumers to submit their beats, across paid, owned and earned media with TV, digital, out-of-home, in-store, packaging and activation events.

We aimed to make it as easy as possible for everyone to participate– via live experiences, kiosks and street crews and digital channels (brand’s website, videos over instant messaging services, mobile). Entries ranged from dance beats, to quirky kitchen utensil sounds, to high-tech digitized voices.

The final anthem was remixed and handed over to the national Olympic team during a live TV event broadcast simultaneously across 4 national channels. Throughout the Games, as part of our cooperation with CCTV, when a Chinese athlete won Gold, THE BEAT OF CHINA anthem was played in the broadcast.

Coke’s sponsorship of the London Games delivered 61% spontaneous awareness among Chinese consumers, topping the 46% the brand delivered in 2008 by almost one-third.

The involvement of celebrities in the integrated effort was a successful strategy, with Coke leading all non-alcoholic, ready-to-drink brands on this metric during the event.

And we delivered on our most ambitious goal – generating OVER 200 MILLION submissions, ensuring that Coca-Cola was seen as enabling very Chinese support to the country’s national sporting heroes.