Coca-Cola, Olympic Torch, Havas Media London
A sponsor of the Olympic Torch Relay since 1996, Coca-Cola wanted to connect and celebrate youth for the 2012 Games. Coke’s Move to the Beat campaign fused music and sport and was the perfect platform to share with Future Flames – those young people who help Britain burn brighter by bringing happiness to others through sport, music and dance. During the 70 days of the relay, Coke created a rolling street party that spread the Olympic spirit, amplified Move to the Beat and celebrated Future Flames. A nightly stage show and five large-scale concerts included some of the UK’s top talents, featured Coca-Cola sampling, photos with the Olympic Torch and a unique “Beat Generator.” By generating relevant content, sponsorship awareness reached 97% and more than 1 million people attended the five Coca-Cola city celebrations.