Fusing the sounds of sport and music, Anywhere in the World, the anthem for the Coca-Cola London 2012 Olympic campaign, launched globally on Wednesday, May 16. Available for purchase online, the exclusive track is the centerpiece of the brand’s Move to the Beat campaign.
The track features Grammy Award Winner Mark Ronson and 2011 Mercury Prize Nominee, Katy B.
Move to the Beat is designed to bring teens closer to the Olympic Games and to sport in general by engaging them through a fusion of two global teen passions – sport and music. Drawing inspiration from London’s musical heritage, the campaign combines London music with Olympic sport in an effort to connect young people to London 2012.
Meanwhile, the James Bond movie star Daniel Craig will open the 2012 Olympic Games to be held in London. Reportedly, he has been personally invited by Queen Elizabeth to open the games in a totally dramatic style to make the event a memorable one for people across the world. (Read: ‘James Bond’ on a New Mission for Olympic Games)
“The number one passion point for teens is music,” explains Shay Drohan, senior VP of Sparkling Beverages, The Coca-Cola Company. “Through Move to the Beat, Coca-Cola is inspiring teens around the world to move to the beat of London and come together in the biggest Olympic Games activation in our 84-year partnership.”
The creative process behind the production of the track has been brought to life in an engaging hour-long documentary currently airing across the globe. Ronson traveled the world gaining inspiration for the song and meeting young athletes to record the sounds of their sport, before teaming up with UK chart-topper Katy B to provide the vocals.
Teens across the world are invited to be a part of Ronson’s journey and the Games through The Coca-Cola Company’s digital program. The Create my Beat desktop application (www.coca-cola.com/theolympics) creates individualized beats by mixing a teen’s personal musical preference and their sporting interest with their online social media footprint.
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Once created, the personalized experience can be uploaded to The Global Beat, a worldwide online community that brings together individual beats to create an ever-evolving global music collaboration.
Moreover, the My Beatmaker app for smartphones (available for free download online) goes one step further, using ZooZ technology to enable teens to create their Beat through the motion of their phone. The technology detects the movements of the phone and transforms them into unique sounds.
Finally, targeting the largest audiences in countries like China and India, teens can sign up to receive SMS alerts about the campaign that include facts about the athletes and artists and Games related quizzes.
In the picture above: Mark Ronson and Katy B perform ‘Anywhere in the World’, the Coca-Cola song for the London 2012 Olympic Games, to celebrate the launch of the single at an exclusive Coca-Cola gig.
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