1/15/2013

A Coca-Cola application that used game-playing, computer-animated polar bears during last year's Super Bowl engaged fans, says Coke's senior vice president of marketing, Alison Lewis. She says 9 million users streamed online content during the game, spending an average of 28 minutes interacting with the app. "We want to turn shoppers into buyers and cement loyalty into consumers," says Coke's chief retail sales officer, Melvin Landis.

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