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SBD/January 23, 2013/Marketing and Sponsorship
Coca-Cola Pushes Fan Interaction With '13 Super Bowl Ad; Does Not Include Polar Bears
Published January 23, 2013
SOCIAL CLUB: DIGIDAY.com's Giselle Abramovich noted social media integration is a "huge component" of Coca-Cola's effort. Fans’ actions via social media will "determine how the storyline plays out, and that’s Coke’s shot at active engagement." Real-time updates on the chase and character engagement will "take place on every major form of digital and social media." During the game last year, all Coke "asked people to do was watch the bears watch the games." There was no "call to action to share, or vote, or anything of the sort." This year, there are "all sorts of activities for consumers" (DIGIDAY.com, 1/22).
WAITING TOO LATE? AD AGE's Natalie Zmuda wrote Coke's "post-game strategy could be risky." The Super Bowl audience has been "known to disperse in the past, particularly when the game is seen as a blow-out going into half-time." It is "not clear that the second Coca-Cola ad will even be considered an official 'Super Bowl ad,' as commercials shown after the end of the game typically cost significantly less." Coca-Cola execs said that they were "confident the post-game spot would get the outsize audience they desired." This year marks the "earliest date Coca-Cola has released its Super Bowl creative." It is "hoping most folks watching the Super Bowl will already have seen its 60-second spot before kickoff -- a trend that's been hotly debated in the ad world" (ADAGE.com, 1/22).