Coca-Cola was declining in relevancy and wanted to use the Super Bowl to put the brand back in the cultural conversation.
We used a combination of quant and secondary research to confirm that second-screen viewing was a new rising behavior among Americans. There was a huge opportunity to take advantage of this insight during one of the biggest first screen moments of the year.
Using the Polar Bears, we brought Coke into the Super Bowl conversation with an award-winning digital execution: the bears reacting live to the game right along with America. Based on the insight, we streamed a video feed of the Polar Bears’ reactions to the Super Bowl at CokePolarBowl.com where users could watch and interact with the bears during the game.
The second-screen experience was viewed by over 9 million users who engaged with the live stream for an average of 28 minutes on CokePolarBowl.com. On Twitter, Coca-Cola led all other advertisers with over 66,000 mentions during the game. Overall, brand buzz volume for Coke grew by a remarkable 2,067% versus last year's Super Bowl.
- Cannes Gold Lion for Fast Moving Consumer Goods
Cannes Silver Lion for Best Use of Screens
Cannes Bronze Lion for Direct Response Digital: Social Media & Viral Marketing
Cannes Bronze Lion for Interactive Film
Cannes Bronze Lion for Best use or integration of digital media
2 Silver ANDY's for Beverage: Non-Alcohol