While the team from Baltimore took home the championship Sunday night, a
cast of Showgirls raced to a victory of their own. They bested their
desert rivals, the Cowboys and the Badlanders, in a quest to be first to
reach an ice-cold Coke. To propel them to the finish line, fans casted
nearly 910,000 votes, almost 7.3 million sabotages and virtually 3
million YouTube views, bringing active fan engagement with the campaign
to top 11 million in the process – figures that surpassed past all
internal projections.
Over one million fans visited CokeChase.com to vote for the characters
they liked best. More impressively, those visitors stayed on the site,
each participating in an average of eight “sabotages” against opposing
factions. While the company anticipated fewer than one million total
sabotages, nearly 7.3 million were performed. In addition, more than
86,000 mentions of the campaign were tracked across various social media
platforms.
“We hoped our characters would come to life in such a way that fans
would want to rally behind their favorite team, but we are thrilled by
the success of the active engagement resulting from this year’s
campaign,” said Pio Schunker, SVP Integrated Marketing Communications,
Coca-Cola North America Group. “Fans flocked to CokeChase.com to vote
and sabotage in numbers far beyond the aggressive performance goals we
had in place.”
In addition to being seen by more than 100 million broadcast viewers,
“Mirage” was watched online nearly 3 million times, exceeding the 1.7
million cumulative views of the Company’s Polar Bowl spots in 2012. And
while the spot was created as the centerpiece of a Big Game campaign, it
doesn’t end with the final whistle.
“The characters featured in our Big Game ad, ‘Mirage,’ generated such a
groundswell of support from fans, we’re not ready to say good-bye to
them just yet,” said Schunker. “The unique nature of ’Mirage’ and the
consumer engagement it generated during our campaign – especially in
active experiences, versus passive experiences as in last year’s Polar
Bowl-- makes it a repeatable idea that will live on long after
yesterday’s game.”
The 30-second payoff ad featuring the Showgirls’ CokeChase victory
immediately after the game will air on Feb. 6 and 7 during American
Idol. It will be joined by a Kalaharian Epilogue, which features
“Mirage” character Vincent De Fairweather, on cable networks this week.
In addition, moviegoers will begin seeing Mirage in cinema beginning in
March.
About The Coca-Cola Company
The
Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands. Led by Coca-Cola, the world's most valuable brand, our Company's
portfolio features 15 billion-dollar brands including Diet Coke, Fanta,
Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply,
Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world's largest beverage distribution system, consumers in more than
200 countries enjoy our beverages at a rate of 1.8 billion servings a
day. With an enduring commitment to building sustainable communities,
our Company is focused on initiatives that reduce our environmental
footprint, support active, healthy living, create a safe, inclusive work
environment for our associates, and enhance the economic development of
the communities where we operate. Together with our bottling partners,
we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey
at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo
or check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.
