Following the astronomical success of their Polar bear campaign last year, Coca-cola are hoping to exploit the second screen phenomenon again during this year’s Super bowl.
While most people will be watching the San Francisco 49ers and Baltimore Ravens battle it out on February 3, Coke will be asking the viewers to take part in a battle of their own.
The online game pits three fictitious teams—cowboys, show girls and “badlanders”—against one another in a desert race to reach a bottle of the brand’s classic sugar water. Anyone who wants to play can use computers, tablets or smartphones to vote for their preferred team on the campaign website. There, players can also sabotage—in other words, vote down—the teams they oppose.
A cinematic TV ad created by Wieden + Kennedy, which will run on network TV and on YouTube.com, sets up the game’s premise. The three groups, in the middle of the desert, race toward what looks to be a giant Coca-Cola, but it turns out to be a wooden sign that indicates the Coke is 50 miles away.
Voting is active from now until the end of the Super Bowl. The winner, tallied in real time, will be shown in an ad immediately following the final whistle of the mega event.
This time round the cola giant is throwing in an added bonus, with the first 50,000 viewers who vote on cokechase.com getting a free Coke or Diet Coke, if they log on to Coke’s rewards site and register.