Monday, January 30, 2012

Coca Cola - Polar Bears

Coca-Cola is undertaking an ambitious Gameday initiative using the much loved Coca-Cola Polar Bears.  This year Coke promises that the bears, one of whom will be supporting the Patriots, and one the Giants, will respond in real-time across the web and even in the TV commercials during the game.

According to the press release:
'Coca-Cola is capitalizing on the growing trend of second screen media consumption to extend its connection with fans beyond the television screen to the computer screen and the social media universe. Coca-Cola is launching a unique viewing experience for fans that merges a live digital stream and social media with traditional television advertising. The stars of the campaign are two Coca-Cola polar bears who will be watching the big game live and sharing a Coke from the comforts of their Arctic ice cave.
Fans can join in on the fun and watch the game with the polar bears "in the Arctic" by visiting The digital platform uses proprietary technology to bring the computer-generated polar bears to life through live animation -- a technological first for the big game or any media event. The live stream will showcase the animated polar bears' reactions to all the plays on the field, the halftime show and highly anticipated commercials.'

They also have alternate versions of the commercials set to run depending on which team is winning.  See this mashable article for a more complete explanation of the Weiden + Kennedy campaign.  It'll be interesting to see how successful Coke is in engaging the audience on a second screen during the game.  The strategy makes a ton of sense considering more than 50% of viewers watching the game plan to have a second screen running.