Patriots and Giants will be joined by bears on Feb. 5, if viewers opt to watch of Super Bowl XLVI accompanied by the Coca-Cola Polar Bowl Party second screen experience and its integrated live stream.
These bears are a lot “cooler” than the ones that first in the company’s ads back in 1922. The guys now have a TV along with a computer, smart phone and a tablet they can use from the comfort of their “snowfa.” And they will be watching the game on a live digital stream along with anyone else who chooses to join in, including guests like an animated penguin and other bears. The two stars support opposing teams, so everyone will have someone to argue with on the screen’s social media stream.
The animated bears will react in real time to all of the plays, the halftime show and even the commercials, thanks to proprietary technology. Coca-Cola said this was a first for any live media event. They collaborated with both Animal Logic in Sydney, Australia and Framestore in New York and London to develop the animations and digital technology, and during the game the animators will be stationed in New York City, in a control room located at MLB Advanced Media, the digital, streaming and interactive business of Major League Baseball. Coca-Cola worked with Wieden + Kennedy in Portland, Ore., to create and produce the experience and corresponding TV spots.
They’ll also be tweeting about the game and exchanging tweets with consumers who use the hashtag #GameDayPolarBears. The company hinted that Twitter followers may see this post from the iconic bears: “If you tweet us photos of your own game day party we’ll feature them in our live stream. That is, if the penguin deems them worthy.”
Users need to RSVP beforehand on a special Facebook page, and for each person who does, Coca-Cola has promised to donate $1 to the World Wildlife Fund to help preserve polar bears and their natural environment.
The Coca-Cola Polar Bowl Party will carry advertisements, and in keeping with tradition the bears also will appear in two new ads during the broadcast of Super Bowl XLVI. After the game, fans can send friends a coupon for a Coke with different messaging depending on whether their team won or lost.
“Coca-Cola is part of the fun when friends and family gather to celebrate major events like the Super Bowl. This year, we’re offering fans even more ways to connect over a Coke and be entertained by our well-loved iconic polar bears,” said Katie Bayne, president and general manager of sparkling beverages, Coca-Cola North America. “Our bears will come to life on television, digital and mobile screens, as they invite people everywhere to join them watching the big game live from the Arctic.”