THE BIGGEST MUSIC COLLABORATION IN HISTORY
Move to the Beat of London 2012 is a multi-platform experience that invites teens from around the world to participate in the biggest collaboration in musical history, the Global Beat.
AN ORIGINAL MUSIC VIDEO EXPERIENCE.
The website follows International producer, Mark Ronson as he travels the globe recording the sounds of world-class athletes in training. Those recorded sounds become the rhythm for "Anywhere in the World," the Coca-Cola anthem for the London Olympics.
Teens visiting the site can mash-up the rhythm of their digital lives with Ronson's track to create an entirely unique track of their own that becomes part of a worldwide musical collaboration, the Global Beat.
Working with reknowed music technologist, Professor Gil Weinberg of GA Tech, we created an algorithm that enabled teens to create personalized versions of the track based on the rhythm of their social expressions in the Facebook Open Graph and Spotify. The track was shaped into a shareable personal video that served as an invitation to friends to create and add their personal track to the Coca-Cola Global Beat. Together with Coke, teens created liquid and linked content that was at once true to their individuality and part of a larger than life experience.
Teens across 52 countries created more than 3.5 million personalized tracks to build the Global Beat. The Global Beat experience helped generate 25 million views of video content which we made available on the Coca-Cola Olympics website.