Coke’s polar bears return to Super Bowl

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Like 100-million-plus American TV viewers, the anthropomorphic Coke polar bears will be watching Sunday’s game live. And the ad they star in during the second quarter will reflect what’s happening on the field.

A first-quarter 30-second ad will introduce the bears chilling out on their “snowfa,” rooting for opposing teams. Then, depending on who is leading, another ad will follow later -- if the Patriots are leading, the ad below will air.

The iconic marketer also has a second-screen social campaign that ties into the ads, where a live stream at CokePolarBowl.com and in rich-media banners on sites like ESPN.com will have animated polar bears reacting to game developments and ads as they air.

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The brand’s Twitter account and Facebook page will follow the game as well, with Wieden + Kennedy creative types chatting with fellow football fans in the bears’ “voices.”

This will probably end up being a business school case study in how to engage consumers, whether it ends up being hugely successful or just cuddly and entertaining.

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-- T. L. Stanley