Joining the Olympic flame on the road is the Coca-Cola Beat Fleet, encouraging local people to line the relay route and cheer on the 8,000 torchbearers, including Coca-Cola’s very own Future Flames - inspiring young people nominated by their communities to carry the Olympic flame. Coca-Cola has also been bringing some top musical artists to the Olympic Torch Relay City Celebrations.
Recycle Beat, an innovative hybrid vehicle which forms part of the Coca‑Cola Beat Fleet, has been specially designed to promote recycling across the country. People attending the Olympic Torch Relay City Celebrations can deposit their empty Coca‑Cola bottles into a chute of their choice on the vehicle, which activates a musical remix of Mark Ronson’s Coca‑Cola song for London 2012, “Anywhere in the World”.
People who use Recycle Beat will also get the chance to have photos taken with the vehicle, which can be collected later.
The Samsung Big Cheer campaign allows fans to relive the excitement of the 70-day relay by finding and tagging themselves in high-resolution crowd shots taken at the Samsung evening celebrations and sharing the images online. Fans can find themselves on a Samsung Big Cheer by visiting the respective town's evening celebration page and clicking on the picture.
In addition, Samsung is expanding the Olympic Torch Relay experience beyond the UK with the Samsung Hope Relay. The digital campaign allows fans from all over the world to take part virtually in the Olympic Torch Relay and contribute to their local community. Users can easily download the App to become a Samsung Hope Relay Virtual Torchbearer, and for each mile they complete, Samsung will make donations to a variety of charitable organisations, to bring attention to the worldwide need for childhood education and healthcare.
Coca‑Cola has sponsored the Olympic Torch Relay since the Barcelona 1992 Olympic Games. Samsung was involved from Athens 2004 to Beijing 2008, and, in 2010, it was the presenting partner for the Journey of the Youth Olympic Flame.