Coca-Cola London Olympics
INDUSTRY: Food & Beverage WORK: Campaign & Social
In 1971 Coca-Cola brought the world together by “teaching them to sing in perfect harmony”. When the world gathered together at the 2012 Olympics, we wanted to do it again… digitally.
We let teens create their own versions of the Olympic Anthem based on online social activity. Using Facebook Connect we checked likes, check-ins, friends, comments… Searched walls for Olympic sport related keywords and even scanned Spotify playlists for musical preferences.
Then, working with software created by Music Technology Professor, Gil Weinberg from Georgia Tech, we ran an algorithm that used each person’s unique data to modify, twist and tweak the original anthem in a way totally specific to each teen.
Teens across 52 countries created more than 3.5 million personalized tracks.
Awarded the Mashable Digital Marketing Innovator of the Year , a Silver IAB MIXX Award , and a Bronze Clio.
