Huffpost Food

Coca-Cola Super Bowl Ad 2013 Axes Polar Bears, Gets Interactive (VIDEO)

Posted: Updated:
COCA COLA SUPER BOWL AD 2013
Getty Images
Print

In what is perhaps a nod to global warming, Coca-Cola is abandoning its polar bear ad campaign at the Super Bowl this year and instead taking viewers into the sweaty desert.

The company’s Super Bowl campaign features three teams that are competing to be the first to get to a Coke bottle mirage, Coke executives told reporters in a webcast Tuesday. Viewers can vote online at CokeChase.com for either the Cowboys, the Bandlanders or the Showgirls to reach the bottle first.

Viewers can also delay the other teams by watching a number of "sabotage" videos, one of which features a cameo appearance by a Domino's delivery man.

Voting begins Tuesday and will run through the end of the Super Bowl. The team with the most votes will be featured in an ad that will air immediately after the game.

Coke is one of a number of companies trying to engage fans online and on social media during the Super Bowl this year. Procter & Gamble and Kraft Foods are leaking parts of their commercials online early in hopes that viewers will share them on YouTube, Twitter and Facebook, according to the New York Times.

Twitter is reportedly increasing the price of its “promoted trend” ad buy, which typically sells for $120,000 for a 24-hour spot, according to AdWeek.

Also on HuffPost:

Close
Vintage Food Ads That Would Never Run Today
of
Share
Tweet
Advertisement
Share this
close
Current Slide

Suggest a correction

Around the Web

FIRST LOOK: Coca-Cola Just Revealed Its Incredibly Social Super Bowl Ad

Ad legend bashes Coke, Pepsi in Super Bowl return

Super Bowl ad slots almost sold out

Super Bowl 2013 teasers: the crowd goes wild

 
From Our Partners