PROBLEM
Coca-Cola was starting to be seen as an old, out-of-touch brand.

INSIGHT
Use innovative tech and an engaging social presence to prove how modern the brand really is. Back in 2012, second-screen viewing was a new rising behavior among young Americans, so we took advantage of it during one of the biggest first screen moments of the year.

SOLUTION
Using the Polar Bears, we made Coke modern again 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.

RESULTS
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.

AWARDS

  • 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

TEAM
Digital/Social Strategy Lead: Yours Truly
Strategy Directors: Nicole Brandell, Ernest Kim
Creative Directors: Hal Curtis, Jeff Gillette
Creative Team: Heather Ryder, Chris Thurman, Darcie Burrell
Account Team: Gene Willis, Brian Mead