According to Coca-Cola executives, mobile marketing strategy is key to Olympic campaigns, especially when it come to reaching younger consumers. “Mobile is at the heart of many teens' daily lives, connecting them with their family, their friends and their world,” said Kim Siler, mobile brand strategy, global connections at Coca-Cola Co. “Mobile, in turn, is at the heart and foundation of our strategy for London 2012, amplifying those connections with music, relevant content and movement."

The International Olympic Committee is implementing a strict advertising policy in order to protect the 53 official sponsors and Olympic partners from unauthorized advertising. Combining the words "games" or "2012" with other words, including "London," "summer" or "sponsors," could breach the rules, which carry fines of up to 20,000 pounds.