COCA-COLA POLAR BOWL by Wieden + Kennedy Portland for Coca-cola

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COCA-COLA POLAR BOWL

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Direct marketing
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Iain Tait, Matt O'rourke, Mark Fitzloff
Creative Director Jeff Gillette, Hal Curtis
Art Director Chris Thurman
Copywriter Heather Ryder
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Fast Moving Consumer Goods Gold

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA CLASSIC
Agency: WIEDEN+KENNEDY Portland, USA
Advertiser THE COCA-COLA COMPANY
Product COCA-COLA CLASSIC
Entrant WIEDEN+KENNEDY Portland, USA
Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Title: COCA-COLA POLAR BOWL
Advertiser/Client: THE COCA-COLA COMPANY
Product/Service: COCA-COLA CLASSIC
Entrant Company: WIEDEN+KENNEDY Portland, USA
DM/Advertising Agency: WIEDEN+KENNEDY Portland, USA

Creative Director: Hal Curtis (Wieden+Kennedy)
Creative Director: Jeff Gillette (Wieden+Kennedy)
Copywriter: Heather Ryder (Wieden+Kennedy)
Art Director: Chris Thurman (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman/Mark Fitzloff/Iain Tait (Wieden+Kennedy)
Account Team: Gene Willis/Courtney Trull/Kevin Sypal/Laurie Holtz (Wieden+Kennedy)
Digital Copywriter: Darcie Burell (Wieden+Kennedy)
Digital Art Director: Dani Gurlanick/Josh Boston (Wieden+Kennedy)
Digital Strategy: Ernest Kim (Wieden+Kennedy)
Executive Interactive Producer: Kate Leo (Wieden+Kennedy)
Senior Broadcast Producer: Lindsay Reed (Wieden+Kennedy)
Interactive Production: John Eagan/Andrew Abraham (Wieden+Kennedy)
Developer: Ryan Bowers/James Steele (Wieden+Kennedy)
Community Management: Josie Goldberg/Josh Millrod (Wieden+Kennedy)
Senior Communcations Planner: Seth Coffrin (Wieden+Kennedy)
Measurement Strategy: Eugen Krasnopolsky (Wieden+Kennedy)
Planner: Nicole Brandell/Dave Burg/Maria Correa (Wieden+Kennedy)
Executive Producer: Mike Woods (Framestore)
Research And Development Art Director: Jolyon Webb (Blitz Games)
Director/Producer: David Scott/Georgie Uppington (Animal Logic)

Describe the brief from the client
Coca-Cola recently adopted a re-prioritisation of their marketing and communications efforts away from the more traditional focus on maximising impressions and toward a new focus on sparking consumer expressions. This shift from impressions to expressions deeply influenced our brief around Super Bowl, which tasked us with delivering an idea that would put Coca-Cola back in the cultural conversation.



Creative Execution


Polar Bears have been a symbol for the refreshment of Coca-Cola since they first appeared in an ad for the brand in 1922. In terms of this specific execution, research indicated that more than 60% of Super Bowl viewers in the United States would watch the game along with a second screen, be it a laptop, tablet or smartphone. We developed an idea that used the massive scale of Coca-Cola's Super Bowl broadcast media as an entry point to a second-screen experience while tapping into the equity of a popular brand icon.




Describe the creative solution to the brief/objective.



We sparked consumer expressions through a digital-first integrated campaign that had Coke's Polar Bears reacting to the game in real time. Broadcast and display media directed viewers to CokePolarBowl.com, where they could watch the Polar Pear live stream and interact directly with our bears.

We set a goal of getting 2,500 people to RSVP for our live stream prior to the game. By the time we went live, over 32,000 people had RSVP’d. Our goal for live stream viewership was set at 300,000. By the end of the game, our live stream had captured over 9m views.




Describe the results in as much detail as possible.



The Coca-Cola Polar Bowl spots were seen by a record-breaking 132m people during the Super Bowl. Meanwhile, the second-screen experience was viewed by over 9m users who engaged with the live stream for an average of 28 minutes on CokePolarBowl.com. On Twitter, Coca-Cola led all other advertisers with over 66,000 mentions during the game, peaking at 5,000 tweets per minute during the 'Catch' spot. Overall, brand buzz volume for Coke grew by a remarkable 2,067% versus last year's game.