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 Print, Magazine & Newspaper
Market United States
Agency Wieden + Kennedy Portland
Creative Director Jeff Gillette, Hal Curtis
Art Director Chris Thurman
Copywriter Heather Ryder
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Screens Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Screens
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: Use of Media
Category: Best Use of Screens
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
Media Agency: STARCOM MEDIAVEST GROUP New York, 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 Directors: Susan Hoffman/Mark Fitzloff/Ian Tait (Wieden+Kennedy)
Account Management: Gene Willis/Courtney Trull/Kevin Sypal/Laurie Holtz (Wieden+Kennedy)
Digital Copywirter: 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)
Developers: Ryan Bowers/James Steele (Wieden+Kennedy)
Community Management: Josie Goldberg/Josh Millrod (Wieden/Kennedy)
Senior Communcations Planner: Seth Coffrin (Wieden+Kennedy)
Measurement Strategy: Eugene Krasnopolsky (Wieden+Kennedy)
Planning: 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)



Results


The Coca-Cola Polar Bowl spots were seen by a record-breaking 132 million people during the Super Bowl. Meanwhile, the second-screen experience was viewed by over 9 million 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.



Creative Execution


When we were asked to bring Coca-Cola’s Polar Bears back for Super Bowl XLVI, we updated not only the bears themselves but also our approach to Super Bowl advertising. We created a digital-first integrated campaign that had the animated Polar Bears rooting for opposing teams and reacting to the game, live.

The campaign spanned mediums from web, to mobile, to OOH, to TV, tying all of these screens together with a real-time experience.

As the game was played, we puppeted the animated Polar Bears, making them react to everything that happened during the Super Bowl. These reactions were live-streamed to CokePolarBowl.com where viewers could enjoy them on their second-screen devices in tandem with the game.

When our television spots aired, they were perfectly synced with our digital live stream, creating a seamless viewing experience across multiple screens.




We recognised in early 2011 that watching television along with a secondary digital device—often described as second-screen viewing or social TV — was an important new behaviour that would reach into the mainstream by Super Bowl XLVI. We developed an idea that used the massive scale of Coca-Cola's Super Bowl broadcast media as an entry point to a real-time social TV experience. This experience added to the fun of watching the game, while delivering a deeper level of brand engagement than a traditional TV spot alone.

In the digital media space, our guiding principle was to be where the viewer was rather than expecting the viewer to come to us. Based on this, we embedded our experience directly within the sites, sports blogs and social channels—across both desktop and mobile—where we knew consumers would be during the game.