Coca-Cola’s ‘Polar Bowl’
Combine a lovable mascot, social media, interaction, the Super Bowl and real-time and youll get what Coke got – fantastic marketing that includes everything it should.
So, the thing is, next to the three Coca-Cola polar bear spots made by Wieden+Kennedy, the bears (one will support one team, and the other the opposition) will also be sitting and watching the Super Bowl in real-time on CokePolarBowl.com, which means that they will react to what happens in the game, and even to the ads.
The bears reactions will be manipulated by two employees at Coke ad agency Wieden+Kennedy, so they will jump, groan, whoop – anything that you would do if your team was winning/loosing, and all that with a refreshing Coke in their hands. Also, should a racy advert air, they’ll cover a cubs eyes, so he doesn’t look (this particular detail is just too darn cute, you must admit). But hey, that’s not all:
The bears will also be tweeting and responding to tweets live too, allowing consumers to interact with them, and they might even show off some of the incoming communication, if it amuses them enough.
Now why is this such great campaign, except, of course, that it holds all of the most important marketing aspects in one:
1. The lovable mascot. Really, who doesn’t like Coke’s polar bears? They’re cute and just plain lovable, you can not not love them. And more importantly, they are, without objection, a instant direct link to Coca-Cola.
2. Social media. Even though there is a polemic that viewers would rather focus on the game and not social media (which is at some point true), the idea for the campaign is based on the findings of research that reveals that around 60% of TV watchers have the TV on but comment using Twitter or Facebook at the same time – meaning they are using two screens/devices at the same time.
3. Interaction. Heck, interaction just gives a + to any campaign.
4. And last, but not least, the Super Bowl. I think that there’s nothing necessary to say here, because we all know how watched the Super Bowl is.
The combination of these four aspects is surely a win. I mean, who wouldn’t want to watch the Super Bowl with polar bears? And if you don’t, hey, there are the always fantastic polar bear ads that you’ll surely see on the commercial break. Thus, Coca-Cola did it again.
The commercials:
Check out other interesting Super Bowl posts here, here, here or here.
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