Coca-Cola’s launch today of its global advertising for the London Olympics campaign let attendees take and share photos and videos of the process.

The campaign featured a free, festival-style gig by Mark Ronson and Katy B, playing “Anywhere in the World”, a track created for the campaign, and attendees’ experiences from the day are online already, Coca-Cola said.

The first edits released were the global commercials for the Olympics, with four films created including 30 and 60 second formats and two long form films running two and four minutes, the company said.

Four athletes performed live at the event, including British table tennis player Darius Knight, United States Hurdler David Oliver and Russian sprinter Kseniya Vdovina, performing their specialist sports.

Additional footage would be used to create a music video for the anthem, released as a single, Coca Cola said, with the gig appearing as a series of webisodes and a feature length documentary.

The ad will air early this year with the anthem featured in the television commercial released in May.

The campaign was the biggest and most integrated Olympic Games program activated by Coca-Cola in the brand’s 84 year partnership with the International Olympic Committee, the company said.