Coca-Cola delivered an engaging live Move to the Beat experience daily for the entire 70-day and 8,000 mile OTR route:

A nightly stage show (66 evenings celebrations and five large-scale concerts) with the UK’s top artists performed on behalf of Coca-Cola

Coca-Cola and Coke Zero sampling

A unique ‘beat generator’ (created through fusing fan music selections and the sounds of sport to the track of world famous DJ Mark Ronson) was experienced from our bespoke brand building vehicles – Beat Box 1, Mini Beats and the Beat-Bus and from City Beats our brand experience hub at the city celebrations.

The OTR experience was supported through a fully integrated campaign:

ATL–TVC (including a thank you video using OTR footage) and OOH

Radio partnership (amplifying FFs and live broadcast from Hyde Park)

Digital content (from experiential assets, Future Flames and musicians)

PR (amplifying stories)

In store and on pack (including Sponsor Stops)

• 74% voted Coca-Cola the best activation.

• Sponsorship awareness reached 97%.

• Feature and display lifts of up to 270%.

• 10,000 nominations of Future Flames.

• 1,253,296 million perfectly-served, ice-cold Coca-Colas sampled.

• 1 million attended the five City Celebrations.

• Generated 2,127 pieces of media coverage with an OTS of 140 million.

• 79,000 Torch photos taken generating 1.8 million Facebook impressions.

• 3.5 million Tweet impressions.

• 44,092 total posts on Future Flames Facebook group - average of 273.9 posts/day and 59.2 posts/user.