Coca-Cola is inviting everyone to a Super Bowl party with the friendliest polar bears anyone has ever seen. The bears have a flat screen and a fun group in attendance.
The Coke Polar Bowl has its own website and it contains an invitation to join the first-ever Coca-Cola® Polar Bowl Party. "They" meaning the polar bears will be watching the game along with fans and the party is on social media.
"They'll be watching the game and chatting with friends from kick off until the clock runs out. RSVP now to hang out and chat with the Polar Bears during the game."
Coke sweetens the pot a bit to encourage participation by announcing that each person who RSVP's in the positive will result in the company donating $1.00 to World Wildlife Fund to help polar bears and their Arctic home.
Ad Age reported today on what appears to be a first in Super Bowl commercial history. Coke has produced two versions of the same ad and will wait until just prior to its time slot in the second quarter to decide which one to air.
It depends on who is winning the game at that point and if it is tied, "...the decision will be made based on the most-recent plays and which is deemed most in need of a Coke." It requires someone from the commercial advertiser being in the room with NBC folks.
Pio Schunker, senior-VP integrated marketing at Coca-Cola told the advertising industry organ, "Sure, it's probably not something [NBC] wants to set a precedent on, but the idea was appealing to them because of the buzz factor," said Mr. Schunker. "It's certainly [tough] to do, but we managed to talk them into it for those reasons."
The commercial, entitled "Catch" begins with two bears watching the game, each with a wool scarf that indicates that one is a Giants fan and the other a fan of the Patriots. One of the bears exists the igloo to join the party when the a bottle of Coke is juggled for a "Catch."
The buzz is expected to be created by those who accepted the invitation to the Polar Bowl party. Fans who want to attend will go to the Coke Polar Bowl site
to chat with fans and of course their party hosts. The bears will be watching the game live, sharing their reactions to plays, the halftime show and commercials.
Don't worry if you are on your mobile device because you can get streaming video highlights from the party to share with friends and other party attendees.
Image credit: Wikimedia Commons/Paul Arrington
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