To help make their sponsorship of The London 2012 Olympic Games more relevant to teens, Coca-Cola decided to show a different, more social side to the Olympics by creating an anthem out of the sounds of sport – and inviting the audience to Move To The Beat Of London 2012. Music producer Mark Ronson was commissioned to make the track, and was filmed for a documentary as he travelled round the world meeting athletes and recording the sounds of their training. To keep teenagers everywhere directly connected to this activity, we developed a global SMS program on a scale that’s never been seen before, inviting them to get closer to the artists, the athletes and Coca-Cola. From calls-to-action on TV, Out of Home, desktop and interactive touch-points e.g. vending machines, teens could sign up to get messages throughout the campaign giving them facts and news about the artists and athletes on the run up to the Olympics. A number of elements ensured that the messaging was highly personal and relevant. A multi-layered opt-in let the audience choose which topics they wanted to hear about. ie. If they wanted to hear more about music, they replied ‘music’ to pull them into that relevant stream of content. And due to the flexibility of the program, local markets could choose the most appropriate messaging for their audience. Also, in markets where mobile web was available, teens were sent links to free content like ringtones made from athlete sport sounds, eye-catching wallpapers and exclusive behind-the-scenes video footage. The activity launched just prior to the Cannes Lions deadline, so actual results are not yet available. However, this 5 month program is running across Coca-Cola key markets and will serve over 15 million messages worldwide. It’s been received very positively across Coca-Cola’s key markets. Previously, the maximum number of markets to run the same SMS campaign was zero. For this activity, 9 markets including China, Mexico, US, Canada and more are running it, smashing the previous record and reaching an estimate audience of 2.6 billion teenagers worldwide.