Coke will be using their classic polar bears in a Super Bowl spot, but they want to give the mascots that extra little oomph. How can you make cartoon polar bears even more endearing you might ask? Well the concept is built around tying the commercials directly into the game itself.
Two polar bears rooting for opposing teams will be introduced in a 30-second ad during the 1st quarter, and then one version of a 60-second ad that continues the story will air during the 2nd quarter—dependent on how the actual game is going. A social campaign that includes Twitter and Facebook profiles written in the voice of the bears, clips extracted from the live stream, and animated versions of the bears reacting in real-time on the website will come full circle to enhance the overall experience of the ads and add a little extra entertainment value. I don’t know about you, but I’ll be keeping my eyes peeled for their every move.