When London announced its bid to hold the 2012 Olympics, Coe became an ambassador for the effort and a member of the board of the bid company. With the May 2004 resignation of chairman Barbara Cassani, Coe became the chairman for the latter phase of the bid. As Coe was a well-known personality in Olympic sport, it was felt he was better suited to the diplomatic finesse needed to secure the IOC's backing. Coe's presentation at the critical IOC meeting in July 2005 was viewed by commentators as being particularly effective, against tough competition from Paris and Madrid, and the London bid won the IOC's blessing on 6 July.  In September 2008 Coe controversially told reporters "Fuck 'em" when asked about the opposition to the creation of a footballing Team GB from Scottish and Welsh supporters as reported in The London Paper.  Coe attended the 2010 Winter Olympics held in Vancouver to see how the city coped with the challenges of hosting. Lord Coe noted the Games had "gradually recovered from its tumultuous start" and queried that he "never thought the British would find rivals in their preoccupation with the weather which is almost elevated to an Olympic event" as he credited VANOC for meeting unforeseen challenges such as the unseasonably warm weather of Cypress Mountain. Coe added "Rarely have I seen a host city so passionate and so ready to embrace the Games".  Coe was instrumental in asking Queen Elizabeth II to star in Happy and Glorious a short film featuring James Bond which formed part of the 2012 Summer Olympics opening ceremony. The director of the ceremony, Danny Boyle first pitched the idea to Coe, who loved it so much that he took it to Edward Young, Deputy Private Secretary to the Queen. A friend of Coe's from their days of advising William Hague, Young "listened sagely, laughed, and promised to ask the Boss". Word soon came back to Coe that she would love to take part. Coe has said that London 2012 is not only about five weeks of summer sport but about encouraging more people to take up sport at all levels of competition. Coe is the Patron of the British Dragon Boat Racing Association (BDA).

Answer this question "What happened in the london olympics?" by extracting the answer from the text above.
Coe became an ambassador for the effort and a member of the board of the bid company.