The Coca-Cola polar bears love football. In fact, in addition to
starring in three new commercials, they'll be tuned into NBC's broadcast
– just like millions of fans around the world and sharing their
reactions to all the in-game action, ads and halftime show via a live
digital stream at www.CokePolarBowl.com.
For this year's big game, Coca-Cola is launching CokePolarBowl.com, a
unique viewing experience for fans that merges a live digital stream and
social media with traditional television advertising. While recent
estimates predict more than 110 million fans will tune into the big game
broadcast, an estimated 60 percent will also be online – with a laptop
or desktop computer, a smart phone or tablet device.
The stars of the campaign are two Coca-Cola polar bears who will be
watching the game live and sharing a Coke from the comforts of their
Arctic ice cave. The live stream will showcase the animated polar bears'
reactions to all the plays on the field, the halftime show and highly
anticipated commercials. Fans will be able exchange tweets with the
polar bear using the hashtag #GameDayPolarBears and share select moments
from the live stream with friends via social media.
The animated Coca-Cola polar bears are also the stars in three new
Coca-Cola commercials airing during the Super Bowl broadcast titled
"Superstition", a :30 airing in first quarter, "Catch", a :60 airing in
second quarter and "Argh", a :30 airing during third quarter. The
commercials will seamlessly merge the action on the live stream with the
television screen and will reflect the action of game in real time. Two
versions of "Catch" and "Argh" will be ready to run but only one version
will air– depending on what happens in the game and which polar bear is
most in need of a Coke. Additional ads will air immediately following
the big game during ESPN's "SportsCenter," including "Argh" and a
30-second version of "Catch."
"We're bringing back the Coca-Cola polar bears to engage an enormous
audience in a significant and meaningful way," said Pio Schunker, senior
vice president of integrated marketing platforms and content, Coca-Cola
North America. "By interacting with millions of people through both
traditional broadcast advertising and an engaging digital platform,
we're offering fans an entirely new and unique game-watching experience."
While the two polar bears are both football fans, they are rooting for
opposing teams, adding to the fun of watching their expressions of
delight or frustration as the game unfolds.