In an ambitious bid to dominate social media conversations around the Super Bowl, Coca-Cola is rolling out a campaign in which its polar bear mascots will react in real time to the big game, even the ads.
The two animated bears, one sporting a red scarf signaling his support of the New York Giants, the other wearing a blue and grey scarf for the New England Patriots, will be featured in a microsite, CokePolarBowl.com, that will show their reactions to the game. If the Patriots score a touchdown, for instance, the Patriots bear might raise his hands for the touchdown sign, while the Giants bear will hold his head in his hands.
The bears’ reactions, manipulated by two employees at Coke ad agency Wieden + Kennedy, will be done on the fly. Even a TV spot running during the game will be updated depending on who is winning. Called “Catch,” the ad will show a bear leaving the ice cave to seek a break in the tension with a Coke before starting an impromptu football game on the ice.
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