Coke’s Super Furry Animals

Coca-Cola has unveiled plans for an interactive Super Bowl campaign that will see its iconic polar bear characters tune in and respond to the game in real-time, as well as interact with fans through social media.

With the soft drinks giant estimating that 60 per cent of the 110 million-plus viewers on 5 February will also be surfing the web via a second screen, Coca-Cola is hoping to engage those consumers with its ambitious new Super Bowl project.

The campaign will harness live animation technology and stars two of the brand’s popular polar bear characters – one cheering for the New England Patriots and the other supporting the New York Giants – who will respond to all the action on the field as well as the commercial breaks and halftime entertainment.

Hosted at CokePolarBowl.com, fans will also be able to join in the fun and interact with the polar bears as they takeover the Coca-Cola Twitter account for the day. Using the hashtag #GameDayPolarBears, viewers can exchange tweets with the duo and even become part of the live feed themselves by sending in photos.

The online element will also be supported by two TV spots, a 30-second piece titled Superstition and a 60-second effort called Catch (watch above). But in a twist, the particular polar bear taking the limelight in the second spot will only be determined during the game and will depend on which team needs a bigger boost, the Patriots or the Giants.

Concepted by Coke’s agency Wieden+Kennedy, the shop collaborated with Animal Logic in Sydney and Framestore in New York and London on the animation and technology, and a team of animators will run the show on the day from New York City.

RSVPs for the polar bear party are already being taken via Facebook, with a few sneak peeks of what’s to come thrown in.