Branded content around the London 2012 Olympics was a highly competitive space. Various global and local brand partners were all producing content leading up to the games. It was therefore vital for Coke to occupy a defined space – which was around music, celebration and the journey of the Torch. The content was aimed at 16-20 year olds, the core recruitment target for Coke and the artists were chosen to appeal to them directly. The artists were also selected for specific regional appeal and reach. The torch traveled across 90% of the UK over 70 days and the content would capture the response and enthusiasm of fans throughout this journey.

Artist who were in release and promotional cycle were also chosen to ensure that awareness and media support was high. We were careful to select rising young stars so that both they and the brand would benefit from the content created.

As Coca-Cola was a presenting partner of the Olympic Torch Relay, the local organizing body LOCOG had to approve all content produced. Use of Olympic logos, the Torch and certain copy lines were all subject to rigid guidelines. Coca-Cola branding was present at the start and end of each clip to ensure it was clear that this content was produced by the brand and not by the artists involved or LOCOG.

All music used was cleared by relevant master and publishing copyright holders and each artist gave pre-release clearance.

Campaign fused sport and music giving Coca-Cola a unique platform and connection with their target audience of teens.

Coca Cola delivered one of the longest, most ambitious marketing activation tours ever; sampling around the UK and 66 concerts in 70 days, culminating with the OTR finale concert in Hyde Park.

Teens were drawn to these live music concerts as we engaged 18 of the UKs most popular artists for this demographic as well as produced viral videos

Campaign touched 99% of teens, won the hearts and minds of the nation; 15+ million people participated in the programme, increasing brand trust scores by 4.4 points (biggest shift ever).

Business:

- Coca-Cola display lifts up to 270 percent for retailers along route.

- 16,463 new CCE (bottler) distribution gains for sparkling and soft drink categories.

Brand:

- 1.25+ million perfectly-served Coca-Colas sampled with 543,000 keepsakes.

- Sponsorship awareness reached 98% (IMI research).

- Voted best Olympic experience by 74% of consumers (IMI research).

Consumer:

- 1,451 Future Flames selected from 10,000+ nominations to carry the torch.

- 600,000 consumers and over 200 media attended 61 evening celebrations.

- 200,000 attended four Coca-Cola City Celebrations with BBC live coverage and media reporting from event extending reach.

- 74,000 revellers attended Hyde Park London Finale. BBC and Global radio covered the concert live, with over 350+ national and international media attending and reporting on the event.

- 19 music artists performed across 66 nights and unique artist video content was created and shared online recording more than 4 million views.

Social media/PR:

- Generated 1,300+ pieces of media coverage ahead and during the OTR with an OTS of over 650 million.

- 79,000+ photos of consumers with the Torch shared with over 1.8 million Facebook impressions.

- 3.5 million Tweet impressions.

- Artists shared tailored campaign messages and content with xxxx followers through their own social media channels.