Planning to watch the Super Bowl on February 5th? If you are one of the almost 60% of people who will also have a second screen nearby (iPad, smart phone, laptop), then be sure to check out Coke’s latest social media experiment: CokePolarBear.com. The new site will feature Coke’s adorable and popular polar bears reacting to the game in real time.
According to an article that appeared on Mashable, Coca-Cola has been working with their ad agency Wieden + Kennedy to develop the interactive microsite to better integrate social media into the company’s overall Super Bowl media play. While last year’s televsion commericals were well received, Coke’s Pio Schunker, SVP, Integrated Marketing, thought his team could do a better job of leveraging the proliferation of second screens and offer “snackable” pieces of content to people multitasking throughout the game.
The new site will feature two animated polar bears watching the Super Bowl and reacting to the actions on the field. The ad team has been working with the polar bears to prepare for any game day eventuality, including programming the baby polar bear to cover his eyes if there is anything racy!
This new site is in keeping with Coke’s recently announced marketing plans to leverage content marketing to double its profits by 2020. (For more about Coca-Cola’s commitment to content marketing, check out Bobby Stark’s blog on Coca-Cola’s efforts to rely on content marketing tactics to double its global sales by 2020.)
The microsite is not yet live. Currently, Coca-Cola has a Facebook event page that invites you to RSVP for the event. According to the Facebook page,the “Polar Bears are throwing their first-ever Coca-Cola® Polar Bowl Party. They’ll be watching the game and chatting with friends from kick off until the clock runs out.” Users who RSVP to the event will have the opportunity to “chat” with the polar bears during the event and Coca-Cola will donate $1 to World Wildlife Fund for each RSVP.
With Coke behind the polar bear party, the microsite is sure to garner significant traffic and publicity.