Coca-Cola is bringing back the iconic animated polar bears for its Super Bowl effort, which integrates social media, television and second-screen viewing.
This :60 spot actually has two versions -- each featuring the bear wearing a different scarf. When it airs, Coke and Wieden will decide which spot to put up, depending on what the score is at the time. The team that is losing is in "most need" of the Coke, and the right spot will be picked.
The campaign starts with the teaser videos on Coke's Super Bowl site: CokePolarBowl.com, which feature two bears wearing either the Giants or Patriots colors.
The bears will be watching the big game live, and share their reactions to the plays, the halftime show and commercials on the web site, all in real-time. Wieden employees will control the bears' reactions.
On Coca-Cola's Twitter account, the polar bears will take over, talking about the game and the ads. Fans can talk to them and share pictures of their Game Day parties.
Another spot, a :30 animated feature, will also air on Game Day and will be released next week. "Superstition" will feature one of the bears watching the game with fingers, toes, arms, legs and scarf crossed. But when offered a Coke by his polar bear buddy, he struggles to drink it without uncrossing anything -- a nice touch on how fans feel when they yell at the screen during heated-up moments.
There's also post-Super Bowl fun to be had, where fans will be able to share a Coke and a message through the brand's Facebook page.
Read more about the effort on AdAge.com.