Coca-Cola Big Game Campaign Drives over 11 Million Fan Engagements

  Coca-Cola Big Game Campaign Drives over 11 Million Fan Engagements

 The Chase may have concluded Sunday night, but “Mirage” characters will live

Business Wire

ATLANTA -- February 5, 2013

While the team from Baltimore took home the championship Sunday night, a cast
of Showgirls raced to a victory of their own. They bested their desert rivals,
the Cowboys and the Badlanders, in a quest to be first to reach an ice-cold
Coke. To propel them to the finish line, fans casted nearly 910,000 votes,
almost 7.3 million sabotages and virtually 3 million YouTube views, bringing
active fan engagement with the campaign to top 11 million in the process –
figures that surpassed past all internal projections.

Over one million fans visited to vote for the characters they
liked best. More impressively, those visitors stayed on the site, each
participating in an average of eight “sabotages” against opposing factions.
While the company anticipated fewer than one million total sabotages, nearly
7.3 million were performed. In addition, more than 86,000 mentions of the
campaign were tracked across various social media platforms.

“We hoped our characters would come to life in such a way that fans would want
to rally behind their favorite team, but we are thrilled by the success of the
active engagement resulting from this year’s campaign,” said Pio Schunker, SVP
Integrated Marketing Communications, Coca-Cola North America Group. “Fans
flocked to to vote and sabotage in numbers far beyond the
aggressive performance goals we had in place.”

In addition to being seen by more than 100 million broadcast viewers, “Mirage”
was watched online nearly 3 million times, exceeding the 1.7 million
cumulative views of the Company’s Polar Bowl spots in 2012. And while the spot
was created as the centerpiece of a Big Game campaign, it doesn’t end with the
final whistle.

“The characters featured in our Big Game ad, ‘Mirage,’ generated such a
groundswell of support from fans, we’re not ready to say good-bye to them just
yet,” said Schunker. “The unique nature of ’Mirage’ and the consumer
engagement it generated during our campaign – especially in active
experiences, versus passive experiences as in last year’s Polar Bowl-- makes
it a repeatable idea that will live on long after yesterday’s game.”

The 30-second payoff ad featuring the Showgirls’ CokeChase victory immediately
after the game will air on Feb. 6 and 7 during American Idol. It will be
joined by a Kalaharian Epilogue, which features “Mirage” character Vincent De
Fairweather, on cable networks this week. In addition, moviegoers will begin
seeing Mirage in cinema beginning in March.

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, follow us on Twitter at or
check out our blog, Coca-Cola Unbottled, at


The Coca-Cola Company
Lauren Thompson, 404-676-3034
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