February 27, 2012 The Unbiased Writer

For over 83 years, The Coca-Cola Company has been associated with the Olympic games, which makes this year’s sponsoring deal no surprise. For this upcoming London 2012 Summer Olympics, The Coca-Cola Company has launched their largest to-date ad campaign. Kicked off this week, Coke’s “Move to the Beat”-themed global campaign takes the company into new territory in terms of scale and approach to content creation and distribution. “This is Coke’s biggest ever Olympics campaign,” says Jonathan Mildenhall, Vice President, Global Advertising Strategy and Content Excellence at Coca-Cola. Earlier this year, Coca-Cola‘s marketing statement announced the company’s intention to forgo a reliance on traditional advertising and to instead focus on producing content with a storytelling bent that is “liquid and linked.” Aimed at the world’s youth, the “Move to the Beat” campaign, is made up of content that is to be largely distributed via social media by the target audience. With music at it’s core, Coca-Cola teamed up with Grammy-winning DJ/producer Mark Ronson and Katy B for the official anthem “Anywhere in the World,” that serves as the soundtrack for the campaign. Check out the video below, and as always, be sure to let us know what you think?


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