COCA-COLA'S SUPER BOWL PLANS IN DETAIL
For the second year in a row, Coca-Cola will "pitch a giant
tent near the Super Bowl, where it will throw an 'interactive'
party for fans." For five days in Miami starting January 26, the
company will present "Touchdown Town," featuring NFL player
appearances, live music and entertainment, games and attractions,
a pin trading center and a nightly laser show. This year's party
is expected to draw 100-120,000. According to Ben Deutsch,
public relations manger for Coca-Cola's sports sponsorships and
marketing, it will be the only Super Bowl-related activity to
continue on the Monday after the game. This will be the fourth
year Coca-Cola has stayed out of the on-air ad "fray during the
game." Deutsch: "We've found that this is a better way to
activate our sponsorship of the NFL. It brings the event to the
consumer in the most direct possible way." The company also
plans Round Two of "Coca-Cola Big TV" programming during Super
Bowl weekend, this time teaming up with TNT. Programming will
kick off Friday night during TNT's NBA game. Through the
weekend, TNT will interrupt its programming hourly with news
reports about the game. Ad sponsorship for Coca-Cola Big TV,
estimated at $100,000 each, are believed to be sold out, with
Coke, Reebok and Frito Lay "taking prominent positions in the
telecast" (Cynthia Mitchell, ATLANTA CONSTITUTION, 1/12).
McDONALD'S: Sources say that the two football fanatics
featured in the company's Super Bowl ads will make several live
appearances during the playoff games as well as the Super Bowl.
McDonald's, however, has not yet decided whether to use the
characters in Super Bowl spots which the company plans to use to
launch a new tagline: "Have you had your break today" (Jeanne
Whalen, AD AGE, 1/9 issue).
AD WATCH: USA TODAY began a "Super Bowl Ad Watch" column.
Today, Dottie Enrico profiles the National Pork Producers' two
30-second ads (USA TODAY, 1/12).
HALF-TIME SHOW: Singer Tony Bennett will headline the
Frito-Lay Doritos halftime show. The Raiders of the Lost Ark-
inspired theme is being produced by Disney. Sony is teaming up
with Blockbuster Music and Video shows for a sweepstakes
promotion tied to the halftime show featuring Bennett (Jeff
Jensen, AD AGE, 1/9 issue).