The Coca-Cola polar bears are iconic -- everyone recognizes them -- and now, they will be joining in on the Super Bowl XLVI craze through an interactive campaign created by Wieden + Kennedy.
In addition to a few animated TV teaser ads, the Coca-Cola polar bears campaign will include an interactive social media element. Fans can visit the campaign's dedicated website or Twitter account to see the bears react to game plays and hear their comments during the halftime show. The polar bears will be using the hashtag #GameDayPolarBears to share their thoughts during the game on Twitter.
According to Coca-Cola North America's president and general manager of sparkling beverages Katie Bayne, the centers on making Coca-Cola part of the fun and family element of watching the Super Bowl. She adds, "Our bears will come to life on television, digital and mobile screens, as they invite people everywhere to join them watching the big game live from the arctic.”
Key Themes Behind This Trend
- Interactive Advertising Campaigns
- Creating interactive campaigns that engage consumers through social media and digital platforms presents a disruptive innovation opportunity for marketers.
- Real-time Social Media Engagement
- Utilizing social media platforms like Twitter to provide real-time reactions and comments creates a disruptive opportunity for brands to connect with their audience during major events.
- Animated Mascots
- Using animated mascots to enhance brand recognition and create a memorable experience offers a disruptive innovation opportunity for companies looking to engage consumers.
Where This Applies
- Beverage
- The beverage industry can leverage interactive advertising campaigns to create unique brand experiences and connect with consumers in innovative ways.
- Advertising
- The advertising industry can embrace real-time social media engagement to enhance brand campaigns and increase audience participation during live events.
- Entertainment
- The entertainment industry can explore the use of animated mascots to captivate audiences and enhance engagement with their content and products.
