After the passion of 2008 Bejing Olympics, Coca-Cola, the major Olympic sponsor, wanted to re-ignite China’s passion for 2012 London Olympics. “Join the China Beat” was an integrated idea that invited all 1.3 billion Chinese to give “happiness energy” with daily sound-bites for Coke-sponsored Chinese Olympians, including the famous hurdler Liu-xiang. By providing engaging tools for consumers to create their own beats, together with amplification of social & cross-over partnership, the campaign successfully achieved the original target 1/3 way into the campaign. Eventually, we collected 195 million beats and successfully engaged all China with London Olympics & Coke’s “Happiness Energy”.