Coke Launches First Interactive Campaign With RespondTV

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The Coca-Cola Co. recently launched its first interactive television advertising campaign through RespondTV, San Francisco, an I-TV technology provider.


The advertisement features the longtime Coca-Cola mascots, the animated polar bear twins, helping their mother decorate a Christmas tree. I-TV viewers are served an icon during the 60-second spot that enables them to order a free stuffed Coca-Cola polar bear by entering their name and mailing address. Any consumer owning an Internet-enabled set-top box, including WebTV and AOLTV, can view the advertisement, which will run until Dec. 24.


"We decided to use the interactive television medium to connect with consumers in a different way than our competitors are," said Mart Martin, spokesman for The Coca-Cola Co., Atlanta. "With new technology coming out every day, you have to put your toe in the water more quickly."


The campaign was created as a branding effort, Martin said, adding that the free polar bear serves as a constant reminder to the consumer to purchase Coca-Cola. Martin did not disclose the day parts in which the ad is running, but said that it is being featured during "family-friendly" holiday-oriented programming. The advertisement is running on national cable stations and local broadcast stations.


The advertisement is targeted across a wide demographic, from young children to senior citizens.


"In test studies, we determined that the polar bears appeal to everyone from 8-year-olds to 80-year-olds," Martin said.
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