Desert duel: Coke ad aimed at multi-screen users

24.01.2013 Advertisement : Mad Max : Multiscreening

US – Coca-Cola’s advertisement for the forthcoming Super Bowl game will include an interactive plotline that engages viewers who multi-screen while players are off the field.

A teaser for the video is already on YouTube and at CokeChase.com. It shows competing teams racing through the desert towards a shimmering Coca-Cola bottle. Rival teams include a band of cowboys, a Mad Max-style paramilitary force and a tour bus full of carnival dancers in pink costumes.

During the game, viewers will be able to visit the microsite to vote for their favourite team, as well as a chance to ‘sabotage’ their rivals and watch as their progress is hindered. The outcome of the race will be revealed later during the game.

A multi-screening approach works particularly well with sports such as American football, with its frequent short breaks.

For more on the media habits of the next generation of digital natives, attend our forthcoming Trend Briefing.

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