So what is Coca Cola up these days? - Seems they're gamifying their commercials around the US Super Bowl. Adage reports
The "Mirage" ad (above) 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. A Domino's pizza delivery guy appears in three of the 15 sabotages, as part of a partnership with the chain. It's the first time Coke has integrated another marketer into creative content around the Super Bowl.