Coke Launches First Interactive Campaign With RespondTV

Share this article:
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.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions