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VIDEO OF THE WEEK
COCA-COLA POLAR BEARS
This week's Video of the Week is a teaser ahead of the US Super Bowl. The Super Bowl has become synonymous with innovative advertising campaigns - VW's mini Darth Vader commercial was aired during 2011's Super Bowl and has become one of the most viewed and shared online videos to date. Various brands are preparing to unveil their latest Super Bowl commercials and while many of them are aimed for the big screen, some are integrating a multichannel aspect to it.
Coca-Cola has taken its traditional 'polar bears' and animated them to react in real-time to action on the field. Audiences will be able to participate using a second screen while watching the game by asking questions and posting photos on Facebook and Twitter. The bears respond to participants by sharing fans images on the screen. The bears will react to the entire game, including the ads, on a dedicated microsite CokePolarBowl.com.
Coca-Cola has already launched three teaser videos of the Polar Bears on YouTube and Facebook.
As well as the microsite and social media channels, Coke will be streaming real-time footage to ad banners on ESPN.com and mobile apps. After the game fans will be able to send the bear videos to each other or a voucher for a free Coke using a Facebook app called 'Arghhhhh Giver'.
While many brands aim big, this campaign takes an interactive and collaborative approach to football fans as they view the game at home. By integrating social media and companion devices in the home, Coca-Cola is creating an experience and engaging with fans in real time.
Not to be outdone VW has launched an ad teaser, a follow up to last year's mini Darth Vader, with barking dogs which has become the most shared video online this week.
The Bark Side: