Framstore’s Coca Cola Polar Bowl for Wieden and Kennedy, which reached more than nine million screens during the Super Bowl in February, has picked up five Cannes Lions, including a direct marketing gold.
To create the bears Framestore worked with Blitz Games Studios to develop an interactive real-time rendering system that could deliver high quality CG, allowing the characters to be animated during the game and react to what was happening on the pitch.
The campaign was a remarkable success and, in addition to the three televised spots viewed by 132m people, reached a huge number of people via second screens. More than nine million people watched the Coca-Cola bears on Facebook, Twitter and at CokePolarBowl.com, where visitors spent an average of 28 minutes each – far longer than the length of the three spots.
Fans were able to interact via social media and at one point there were 5,000 tweets every minute asking the bears to share photos, answer questions or even order pizza. Incredibly there were more than 65,000 Twitter mentions during the game.
- Gold: Direct – Fast Moving Consumer Goods
- Silver: Media – Best Use of Screens
- Bronze: Branded Content and Entertainment – Best Use or Integration of Digital Media, Direct – Social media and viral marketing and Film – Interactive Film.