Earlier this week, Coke unveiled a teaser video called “Mirage” that shows three groups (badlanders, cowboys and showgirls) racing through the desert for a bottle of Coke. As the group approaches the large bottle, they realize it’s only a sign – leaving consumers with the power to decide who wins.
“Mirage” kicks off a game of sorts that will run through Super Bowl. Prior to the ad’s TV debut, consumers will be able to share the spot and vote for the group they want to win the Coke. Sharing content unlocks more content, including 50,000 coupons for a free 20 oz. Coke. Consumers can pick their favorite team, then slow down the competitors with “sabotages” — videos that show the cowboys delayed at a stoplight or the showgirls stopping to pose for a portrait, for example.
Why I’m Curious
I’ve been interested in seeing how Coke was going to top their real-time polar bear ad last year, and I’m excited to see if “Mirage” takes off. The trend of a second screen doesn’t seem to be going anywhere, and the layers promote social sharing.
If nothing else, it’ll be fun to see if viewers take to Facebook and Twitter to talk about Coke throughout the game, in addition to the score and Beyonce in the halftime show.