Coca Cola had big plans for Super Bowl XLVII. Not only would it run an entertaining ad during the big game, but it would also launch a concurrent online competition, tied to the ad. It was supposed to fun and innovative. Instead, the online portion failed as soon as Coke ran its first in-game Super Bowl TV ad.
In the ad, three teams — bus-driving Vegas Show Girls, Mad Max types and cowboys— all compete to reach a giant Coke bottle first. Online, viewers could vote for which team would actually achieve this goal. Unfortunately, as soon as the ad ran, the site lost all interactivity, though it came back at times. For many viewers, there was no more voting, no video, just the lonely Coke bottle in the sand dunes
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