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Interactivity Between Consumers and Super Bowl Ads

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Coca Cola has announced the launch of a 60-second Super Bowl spot that will feature interactivity between consumers and Super Bowl ads. In the ad, three separate teams will attempt to get a giant Coke bottle. According to AdAge, the Wieden & Kennedy spot, entitled “Mirage,” will depict “badlanders, cowboys and showgirls” actively pursuing the bottle against a desert backdrop. After realizing that the bottle is, in fact, just a sign, the group is directed by another sign pointing them 50 miles ahead.

“Mirage” will air during the first quarter of the Super Bowl and encourage users to go online to vote for their favorite team. The winner (biggest vote-getter) will be revealed in another spot immediately following the game.

This isn’t the first time we have seen interactivity between consumers and Super Bowl ads. One would only have to go back to last year to remember the last time Coca Cola itself instituted this tactic, allowing consumers to interact with their world-famous polar bears during last year’s game. As a matter of fact, gamification is fast becoming a brand favorite when it comes to fan engagement.  Jason Bice, Senior Manager of Verbal Branding for brand strategy firm Landor, believes that gamification has become every bit as important as mobile and social. As a matter of fact, he recently referred to the three as the new “Holy Trinity” of digital branding. With the numbers for second-screen viewing rising, there is no reason to think gamification is going away.

“Where gamification is going to take us is still up for grabs,” Bice said in a recent “Innovation Excellent” post. “But one thing is certain: 2013 is going to be an exciting year for brands that embrace this trend.”

The one inherent risk that Coca Cola seems to be running is that the “reveal” spot will be happening after the game. This slot is no longer considered a “Super Bowl slot.” While this naturally makes cost much less, there is a much greater chance that a substantial amount of the audience will no longer be in front of a television. Coke had better hope that the Baltimore Ravens and San Francisco 49ers keep things close right until the clock reads 00:00.


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