How Coca-Cola kept its Super Bowl polar bears online

02/7/2012 | Advertising Age (tiered subscription model)

Coca-Cola's "Polar Bowl" promotion, which offered a live stream of CGI polar bears reacting to the big game in real time, proved an unexpected hit, racking up more than 600,000 simultaneous viewers and forcing the company to add more servers. The campaign also generated 15 times as much Facebook buzz as Coca-Cola's marketers had anticipated, and was credited with increasing the company's U.S. Twitter following by 12.5% before the game even kicked off.

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