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SBD/January 27, 2012/Marketing and Sponsorship
Coke's Polar Bears To Watch Super Bowl, Interact With Viewers Throughout Game
Published January 27, 2012
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FIRST TIME FOR EVERYTHING: AD AGE's Natalie Zmuda noted having two different versions of an ad "appears to be a first-of-its-kind endeavor, requiring the beverage giant to have execs on site at NBC during the game." Coca-Cola North America Senior VP/Integrated Marketing Platforms & Content Pio Schunker said that execs will be in the traffic room to "decide which spot runs when the game goes to a commercial break." If the teams are tied, the decision will be made "based on the most-recent plays and which is deemed most in need of a Coke." Schunker: "It's probably not something (NBC) wants to set a precedent on, but the idea was appealing to them because of the buzz factor. It's certainly (tough) to do, but we managed to talk them into it for those reasons." Coca-Cola will "also have execs on hand at ESPN to manage" their final spot that will air after the game (ADAGE.com, 1/26).
IN-GAME INTERACTION: In addition to the commercials, Coca-Cola’s polar bears will be available to interact with fans during the game at www.CokePolarBowl.com. The live stream will show the bears' reactions to and comments on plays and commercials throughout the game. Users will be encouraged to interact with the bears by writing comments, asking questions and uploading photos and videos, which will be saved and featured on the site. Fans who want to gloat to friends when their team scores will be able to post links to short videos showing one of the bears dancing in celebration of a touchdown (Schiffman). Schunker said that Coca-Cola does "not anticipate people spending the entire game with the polar bears on an alternate screen." He said, "We imagine people might interact for a minute or two on any given time frame. We don't envision people spending four hours with the bears" (Portland OREGONIAN, 1/27).
MULTIPLE PLATFORMS: In addition to the host website, viewers will be able to follow the bears’ comments on Twitter by searching the hashtag #GameDayPolarBears. Coca-Cola will also have live streaming available in banners on various sites like ESPN.com and NBC.com. “What we’re really looking for with this integrated interactive experience with digital, mobile, social, is much more engagement,” Lewis said. “The whole concept is about impression, which we’re going to get through the Super Bowl, but also expression, which is the whole idea of the sharing, the interactivity, the connectivity of the open communication.” Following the game, fans will be able to use either the “Ahhh Giver” or “Argh Reliever” Facebook app to send someone a digital coupon for a Coke out of happiness or out of sympathy. “Throughout the whole program we’re thinking about the before the Super Bowl, during the Super Bowl and after the Super Bowl,” Lewis said. “It’s helping to drive this program from entertainment value all the way through to commercial value" (Schiffman).