The main attraction this year is the live viewing of the Super Bowl with the Polar Bears.
Just in time for the Super Bowl XLVI broadcast, they now have a TV, computer, smart phone and tablet device. That's right, just like 100 million other football fans from around the world, the Coca-Cola polar bears will tune in to watch the big game as they open happiness with an ice-cold Coke and chill on their "snowfa" in the Arctic.
Coca-Cola is launching a unique viewing experience for fans that merges a live digital stream and social media with traditional television advertising. The stars of the campaign are two Coca-Cola polar bears who will be watching the big game live and sharing a Coke from the comforts of their Arctic ice cave.
Fans can join in on the fun and watch the game with the polar bears "in the Arctic" by visiting www.CokePolarBowl.com. The digital platform uses proprietary technology to bring the computer-generated polar bears to life through live animation -- a technological first for the big game or any media event. The live stream will showcase the animated polar bears' reactions to all the plays on the field, the halftime show and highly anticipated commercials.
In a first for Coca-Cola, the polar bears will be "taking over" the official @CocaCola Twitter account on game day. On February 5, the profile photo for Coca-Cola will change from the current Coca-Cola logo to an image of the two polar bears. Using the hashtag #GameDayPolarBears, the polar bears will be sharing their unique perspectives on the game and engaging directly with consumers.
While the two polar bears are both football fans, they are rooting for opposing teams, adding to the fun of watching their expressions of delight or frustration as the game unfolds. Throughout the live stream a variety of ancillary characters, including penguins and a young polar bear stop by the bears' snow cave to share a Coke and enjoy the festivities.
Besides the Social activities, the Polar Bears star in two Coca-Cola Super Bowl 2012 ads.
The Coke ads will air during the first and second quarter of the Super Bowl broadcast.
Coca-Cola Super Bowl 2012 Ad - Superstition:
This is an animated :30, features one of the polar bears showing his superstitious side by watching the game with his fingers, toes, arms, legs and even his scarf crossed. When the other polar bear hands him an ice-cold Coke, he struggles mightily in an attempt to drink it without uncrossing anything -- ultimately failing to get it to his mouth. His friend, watching this hopeless display, finally comes to the rescue by placing a straw in the bottle. The superstitious polar bear smiles and takes a big sip as he kicks back to watch the game with his ice-cold Coke -- everything still crossed.
Coca-Cola Super Bowl 2012 Ad - Catch:
This is an animated :60, opens in real time with the polar bears watching the big game from their snow cave. During the commercial break, one polar bear steps outside the cave to take a breather. The bear spots a group of polar bears hanging out and drinking ice-cold bottles of Coca-Cola. They toss him a Coke. As the polar bear tries to catch the bottle, he bobbles it, loses his balance and begins to slide on the ice. As he slips and fumbles with the bottle of Coke -- and the other polar bears attempt to help him and save the day -- his stumbling turns into unintentional, but impressive, football-like movements. He finally comes to a sliding halt while clutching his precious Coke. Inside the snow cave, the other polar bear acknowledges the unbelievable scene by giving a little "golf clap" raising a bottle of Coke in a toast.
Coca-Cola Super Bowl 2012 Ad - Argh:
“Argh”, a :30 airing during third quarter.
Two versions of "Catch" will be ready to deploy -- depending on what is happening in the game and which polar bear is most in need of a Coke based on his favorite team's performance.
This is pretty unique that Coca-Cola can decide in real-time which Super Bowl ad to run depending on the game standings.
For now you can watch three teaser videos with the Coca-Cola Polar Bears. Watch them below now. It remains to be seen if Coca-Cola releases their Super Bowl 2012 Ads ahead of the Super Bowl, like many other advertisers are doing.
The Super Bowl 2012 is taking place in Indianapolis on February 5th, 2012. Just like last year, I4U News will be featuring again the Super Bowl for Geeks Guide. Of course the Super Bowl 2011 for Geeks Guide will be all about the Super Bowl Commercials and not the game. Watch the first 2012 Super Bowl Ads in our Super Bowl Ad Video Gallery. For even more Super Bowl 2012 Ads coverage visit our new Super Bowl Ads Blog.
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