Coca-Cola Innovative Marketing
Problem
Coca-Cola was losing relevance with younger audiences, seen as old and out of touch.
Insight
Back in 2012, second-screen viewing was exploding. We saw an opportunity to meet this behavior with something unexpected and interactive.
Solution
As digital/social strategist, I helped bring Coca-Cola into the game with Polar Bowl: a live stream of the brand’s Polar Bears reacting in real time to the Super Bowl. We built the experience like a live broadcast, with scenario planning, content triggers, platform orchestration, and community engagement.
Results
The campaign carved out a new space for digital, real time advertising with unprecedented results:
9M
users who engaged in the livestream
28 min
average time spent on the livestream
+2,067%
brand buzz volume vs previous year
Above: Behind the scenes in the “war room” (I’m on the lower left)
On Right: Influencer + press kits with scarves “paw-knit by polar bears” (AKA me - yes I really did)
Additional Awards & Recognition
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: Yours Truly
Creative Agency: Wieden + Kennedy