About the projectTake 5 athletes, a UK pop sensation and one of the world’s hottest music producers and you get? Coca-Cola’s first ‘Mobile First’ campaign. We were over the moon to be at the heart of this integrated global activity. We put together a huge SMS program connecting teens with the athletes and artists, with exclusive mobile content both online and offline. A mobile website allowed you to go even deeper, and an app invited you to get creative and make beats out of your own movement. These beats could then be uploaded to The Global Beat – the biggest musical collaboration in history.
To integrate mobile with the existing ‘Move To The Beat’ digital campaign.
The mobile campaign was activated in 44 markets, the highest for any Coca-Cola global campaign to date. It was awarded a Bronze Cannes Lion for Best Integrated Campaign led by Mobile.