Coca-Cola Takes Super Bowl Ads to the Second Screen

By Devon Glenn 

This year, Coca-Cola isn’t waiting until halftime to dazzle Super Bowl viewers with another over-the-top commercial. In its Big Game second screen campaign, the beverage company will let social media users decide which commercial will play on Feb. 3, when San Francisco takes on Baltimore at the Super Bowl XLVII.

It starts with a 30-second trailer asking TV viewers to pick a team: a band of Cowboys, a gang of “Badlanders” and a pack of Vegas-style Showgirls who are all traveling through the desert in hot pursuit of a giant bottle of Coke.

A 60-second version of the ad, called “Mirage,” is already on and will also be aired during the first half of the game. On the site, fans can vote for their favorite teams and “sabotage” their opponents with time delays, like a quick game of Double Dutch.

Coca-Cola worked with Wieden + Kennedy in Portland, OR on the production of the commercial, which includes 15 delay scenarios and three 30-second endings for the race. Only one of the three alternate endings will air at the end of the big game.

Viewers can also cast their vote by tweeting @CocaCola with the hashtags #CokeShowgirls, #CokeCowboys, or #CokeBadlanders and check for updates on Facebook, Tumblr, YouTube and Instagram.

While the game clock is still ticking, Coca-Cola employees will tabulate the votes, deducting points for sabotages, to determine the winner of the race and launch the commercial’s big finish.