Mr. Ronson is creating a music track that will tie together the whole marketing campaign around London 2012. He decided which Olympic events he thought created the most promising sounds, and Coca-Cola then found a young athlete from each of Mr. Ronson's chosen events and sports to join the campaign and work as an ambassador for 2012.
Claudia Navarro, Coca-Cola's Olympic marketing director, said that the 2012 campaign is very different from Coke's effort at the 2008 Olympic Games in Beijing. She said, "Stories don't live in one specific media. Last time, we made a TV commercial. This time we are telling stories. And mobile has an incredibly different role -- it means there's an interface with our stories any time, anywhere."
via adage.com
