Posted by Jeff Adelson-Yan (@jeffadelsonyan)
Jennifer Healan, group director-Integrated Marketing Content at Coca-Cola, has come out to speak about the success of the company’s Super Bowl social strategy and resulting integrated marketing campaign, dubbed the Polar Bowl. The Polar Bowl consisted of two of Coke’s beloved polar bears hosting their own Super Bowl party on Facebook. Healan said during AdAge’s Social TV Conference that the bears presented a “compelling opportunity” for consumers to engage with the icons. Naturally, one bear rooted for the Giants and the other rooted for the Patriots.
Before the Super Bowl, Coca-Cola did a lot of leg work in advertising and on social media platforms, such as encouraging people to RSVP to the event on Facebook, which got more than 30,000 “yes” responses. When the Polar Bowl social strategy was launched, 9 million people engaged with them across various platforms. Even more compelling still, consumers spent an average of 2.5 minutes engaging with the bears and 28 minutes watching them.
Healan summed up the integrated marketing win with, “It’s a conversation, not a monologue.” This is a wonderful insight into the social consumer, especially in regard to how the new consumer is constantly connected, be it by smartphone, tablet, TV or PC. The consumer does not want to be told what to do, but presented with a conversation about things relevant to them. Dreaming up an integrated marketing strategy might seem far-fetched for brands smaller than Coke. But the truth is, there are ways to integrate your marketing strategies so they complement each other and engage the consumer from every possible touch point.
Image Source: ABC News