Responding to social media comments and even other TV commercials in real time is so last year.
For this upcoming Super Bowl, it's all about gamifying the Big Game, as Coca-Cola launches a new campaign in which viewers can help three "teams" vie for a giant bottle of coke.
In a new spot called "Mirage," which launched on Facebook today (video, above), the beverage brand sets the stage with three factions - cowboys, showgirls and badlanders - racing for that Coke. As Ad Age reports, the ad, from Wieden & Kennedy, ends with a cliffhanger. And that's where the socializing begins. Now, viewers can share the video and vote on one of a handful of endings. The more you share, the more content you unlock - including 50,000 coupons for a free 20-ounce Coke.
What's nice is that you can also sabotage the other teams by voting for distractions that slow them down. A spot with the winning team will be shown at the conclusion of the Super Bowl.
Will the effort beat the bears? Hard to tell - that was such a cool, real-time event, where this has the familiar "vote for the ending" feel to it, sabotages notwithstanding.
But what's your take? Will this effort's success be a mirage - or deliver a Coke and a smile?
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