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Polar Touchdown

Superbowl ads: no longer a TV -thang...

Why does it matter
  1. Real time media planning. One small step for audiences, one giant leap for advertising.
  2. Puppeteers and Kinect wizards: any openings in digital agencies?

It looks like Coke’s polar bears are an ever-fresh source of inspiration.
Wieden + Kennedy, 360i and Framestone joined forces for an unprecedented integrated campaign for the XLVI SuperBowl.
A complete array of TV, insights, digital interactivity and social network surrounded the brand last Sunday.
Besides airing two ads, one of which was ready in 2 versions for each team (and nobody knew which one would be shown until the last minute), Coke sent two of its polar bears at Lucas Oil Stadium, siding for their team and reacting to the game with a 5 seconds delay. All thanks to the craft of a team of Kinect-wired digital puppeteers.
On top of this, Twitter and the webiste were literally perfect for a live, multi-faceted broadcast.
Yet another touchdown for the World’s #2 most common word.

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