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TheStreet Open House

Who Gets The Coke? Fans Determine Storyline Of Coca-Cola Big Game Ad Campaign In Real Time

Stocks in this article: KO

During the most hotly contested gridiron game next month, teams on the quest for the ultimate refreshment will be battling online rather than on the field. This year, Coca-Cola is “gamifying” the Big Game. Through an unprecedented second screen experience, fan engagement within digital, social and mobile will drive the outcome of Coca-Cola’s Big Game broadcast television commercials in real time.

The Company will launch a 30-second trailer for the campaign on January 23, across all major television outlets. The trailer, a call to action for fans to kick-off the Coke Chase, encourages them to log on to CokeChase.com to vote for their favorite team and sabotage their fictional foes. The first-of-its-kind campaign follows three factions of characters – a band of Cowboys, a gang of “Badlanders” and a pack of Vegas-style Showgirls – as they chase after an elusive bottle of Coca-Cola. The campaign’s 60-second commercial, entitled “Mirage,” will live online at CokeChase.com until its television debut on February 3 rd, during the first half of the game. Fans’ actions will determine how the storyline plays out, and following the final whistle of the Big Game, one of three produced 30-second payoff ads will air to complete the narrative.

“The Big Game is the ultimate platform for showcasing brands’ preeminent advertising, but this year we’re also using America’s biggest stage to kick-off Coca-Cola’s marketing efforts for the entire year that will focus on Coke as the ultimate refresher,” said Pio Schunker, Senior Vice President of Integrated Marketing Communications, Coca-Cola North America. “We’re raising the bar from last year’s Big Game campaign, we’re being bolder than ever before, and we’re experimenting with even more second-screen innovation.”

The Mirage

In “Mirage,” the Cowboys, Badlanders and Showgirls spot and pursue a distant vision of an ice-cold bottle of Cola-Cola in the middle of a blazing hot desert. All that stands in their way is the sand, the heat…and each other. With sweat on their brows and refreshment on their minds, the groups set off on horseback, dune buggies and even a glamorous, glittery bus toward the object of their affection. Members from each faction are caught up in playful skirmishes and melees as they speed across the sand, until they finally arrive at their destination…which turns out not to be an actual Coke, but a billboard promising refreshment a mere 50 miles ahead. Undeterred, the Showgirls, Badlanders and Cowboys are seen following the direction of the sign, igniting the chase, and turning fans to CokeChase.com to get in on the game. Real-time updates on the Chase and character engagement will take place on every major form of digital and social media. While the stars of “Mirage” make their big TV debut, they also will spring to life on Facebook, Twitter, Tumblr, YouTube and Instagram, giving fans more ways to interact with a Coca-Cola campaign than ever before.

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