Desert duel: Coke ad aimed at multi-screen users

US – Coca-Cola’s advertisement for the forthcoming Super Bowl game will include an interactive plotline that engages viewers who multi-screen while players are off the field.

A teaser for the video is already on YouTube and at CokeChase.com. It shows competing teams racing through the desert towards a shimmering Coca-Cola bottle. Rival teams include a band of cowboys, a Mad Max-style paramilitary force and a tour bus full of carnival dancers in pink costumes.

During the game, viewers will be able to visit the microsite to vote for their favourite team, as well as a chance to ‘sabotage’ their rivals and watch as their progress is hindered. The outcome of the race will be revealed later during the game.

A multi-screening approach works particularly well with sports such as American football, with its frequent short breaks.

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