Who Gets the Coke? Fans Determine Storyline of Coca-Cola Big Game Ad Campaign in Real Time

  Who Gets the Coke? Fans Determine Storyline of Coca-Cola Big Game Ad
  Campaign in Real Time

Fans Can't Determine the Winner of the Big Game, But They Can Choose Who Wins
      the Coke in a Colorful Fan-driven Race for the Ultimate Refresher

Business Wire

ATLANTA -- January 22, 2013

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.

As the final whistle blows and the winner of the Big Game is celebrated,
Coca-Cola will reveal the winner of the Coke Chase based on fan participation
throughout the game via a 30-second commercial that completes the journey.
Each of the three 30-second spots depicts a different faction capturing the
few remaining bottles of Coke available at the remote Oasis Mart. All three
will be cued and ready for broadcast while The Coca-Cola Company
representatives tabulate fan votes and deduct points for sabotages. As the
winning team is determined, Coca-Cola will work with the network to air the
spot that earned the most fan support.

After the winning 30-second commercial hits the airwaves, anyone who Likes or
Follows the Coke Chase will be rewarded with additional content, and the first
50,000 people who participated in the Chase and log on to, or sign-up for,
MyCokeRewards will receive a coupon for a free bottle of their choice of
Coca-Cola, Diet Coke or Coke Zero as a thank you.

Creating connections with retailers is another key initiative for this year’s
Big Game campaign. Partnering with Coca-Cola in the lead up to their biggest
selling day of the year, Domino’s Pizza and Coca-Cola will bring “Mirage” to
life together online. From MyCokeRewards Instant Wins to Coca-Cola being
integrated directly into Domino’s Online Ordering page and Pizza Tracker,
Domino’s and Coca-Cola have created a winning strategy. Another first,
Domino’s will be exclusively integrated into Coca-Cola’s Big Game creative
execution on CokeChase.com.

“This year’s Coca-Cola Big Game campaign represents the way our Company is
evolving as a marketer,” said Stuart Kronauge, General Manager of Sparkling
Beverages, Coca-Cola North America. “We’re celebrating the liquid and
reminding people that Coca-Cola is the ultimate refresher and engaging them in
an unprecedented social experience. This fully integrated fan experience
transcends simple TV advertising, hands over the power to our fans and creates
new connections with retail on America’s biggest advertising stage.”

The Coke Chase

Coca-Cola will begin driving fans to CokeChase.com through a 30-second teaser
spot that will flood television networks 11 days before the Game Day coin
toss. In addition, creative will appear on the Coca-Cola Digital Network
outdoor boards encouraging audiences to log on and vote. Coca-Cola will begin
driving visitors to CokeChase.com through social media and a paid media
campaign that kicks off with a YouTube takeover on January 23. At
CokeChase.com, visitors will get a first look at the 60-second ad and can
begin voting for their favorite faction immediately. Voting will remain open
until the final whistle of the Big Game blows.

Once they’ve cast a vote, visitors can extend the fun by committing an act of
“sabotage” against an opposing group. An act of sabotage delays rival teams
giving fans an opportunity to truly impact the outcome while engaging in fun
content. Fifteen different sabotages depicting a light-hearted scenario, event
or detour were filmed – five adversely affecting each faction. Nine will be
unlocked for gaming prior to February 3^rd.

Fans can share the fun with their social networks by casting a vote for their
favorite group on Twitter by using hashtags supporting the #CokeShowgirls,
#CokeCowboys or #CokeBadlanders. Those who cast a vote on game-day by tweeting
@CocaCola with their favorite faction’s hashtag will receive responses from
the team, including a link to the sabotage page on CokeChase.com where they
can continue the rally. The Company’s Facebook, YouTube and Twitter platforms
will play a major role in delivering real-time updates on the factions’
progress, and additional Chase and character content will appear on Tumblr and
Instagram. Across these channels, fans will find themselves in the middle of
the action and receive a “behind-the-scenes” look at the characters in their
pursuit of the ultimate refreshment on Game Day.  The entire digital
experience is optimized for desktop, mobile and tablets to provide the best
possible experience on any device.

This is the seventh consecutive year Coca-Cola commercials will appear during
the Big Game broadcast. Coca-Cola worked with Wieden + Kennedy in Portland,
Ore. to create and produce “Mirage,” its three 30-second alternate endings,
all 15 sabotage scenes and the program centerpiece, CokeChase.com.

“Mirage” exemplifies what people have come to expect – and demand – from such
an iconic brand. It also follows the launch of two new groundbreaking ads, “Be
Ok” and “Coming Together,” which reinforce The Company’s role in addressing
the important issues of our time while continuing to create engaging campaigns
that educate our fans and build brand love.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led by
Coca-Cola, the world's most valuable brand, our Company's portfolio features
15 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero,
vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally,
we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy our beverages at a rate of
1.8 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our bottling
partners, we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey  at
www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or
check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.

Contact:

The Coca-Cola Company
Lauren Thompson, 404-676-3034
laurenthompson@coca-cola.com
 
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