“Using animated polar bears making jokes on Facebook to win the hearts of Super Bowl ad lovers? That's so 2012. Last year, Coca-Cola's Polar Bowl became one of the most talked about campaigns of the Super Bowl. Now, it's hoping to duplicate that success and do something its executives call "gamify the game" with the launch of a 60-second spot that depicts three teams trying to get to a giant bottle of Coke -- and asks viewers to help them via social media” (Zmuda, 2013).
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Zmuda, Natalie (Jan. 22, 2013). Coca-Cola builds social-media game around Super Bowl spot. AdAge.com . Retrieved from <http://adage.com/article/special-report-super-bowl/coca-cola-super-bowl-ad-create-social-media-game/239327/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage>.
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