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US: Coca-Cola Co launches online Super Bowl campaign

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The Coca-Cola Co has launched a promotion campaign around the upcoming Super Bowl via online networking site Facebook.

Consumers can access Coca-Cola Co's promotion page at www.facebook.com/livepositively.

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Once there, they can send a “virtual gift” to friends and, as a reward for doing so, get a 20-second preview of the firm’s commercials to air during the Super Bowl game on 7 February.

For each “gift” sent, Coca-Cola Co will donate US$1 to the charity ‘Boys & Girls Clubs of America’.

On game day, gifters will receive the ads in their entirety before their television debut.

“By using our Super Bowl ads to invite people to join us in supporting Boys & Girls Clubs, we’re going beyond simply airing great commercials on a terrific live television event,” said Katie Bayne, chief marketing officer, Coca-Cola North America.

The two new commercials are part of the global Coca-Cola Open Happiness campaign. In addition, two animated billboards will air during the Super Bowl broadcast.

This is the fourth consecutive year that Coca-Cola commercials will appear in the Super Bowl telecast. 30-second ad slots have been selling for US$3m in some cases.

Earlier this week, Coca-Cola Co launched a campaign in the US to coincide with the Vancouver 2010 Olympic Winter Games in Canada.


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