Interactive TV News Round-Up (IV): Super Bowl, NBC Sports, Google+, Coca-Cola

--NBC Sports to Hold Interactive Google+ Hangout Discussion of Super Bowl Commercials
--Coca-Cola to Offer Second-Screen "Polar Bear" Experience to Complement its Super Bowl Ads

Due to the large volume of news generated by the recent 2012 International Consumer Electronics Show (CES) and other factors, we are covering stories in this issue in round-up/summary format. We anticipate that it will take us several more days to process all the news from the show: so if your company has sent us a press release or briefed us on an announcement, and you don't yet see your news covered in this issue, please bear with us.

  • NBC announced Tuesday that Darren Rovell, sports business reporter for its CNBC channel, will on February 6th host an NBC Sports Google+ Hangout discussion of this year's Super Bowl commercials. "During the Hangout, Rovell will review the Super Bowl commercials, dissect the talk around the ads, and interact with fans to find out what commercials worked best," the broadcaster states in its press materials. Said Rovell: "The day after the Super Bowl is when people head back to their office water coolers to discuss what they loved and what they didn't. Our conversation is about taking all those water cooler conversations and bringing it to a national, digital stage." (Note: NBC and the NFL will live-stream the Super Bowl at and via the SNF Extra player, which features HD video, DVR-style controls, multiple camera angles, in-game highlights, live statistics and various social and interactive elements. The Super Bowl will also be streamed on NFL Mobile from Verizon--which marks the first time it has been streamed on a mobile platform. NBC and the NFL have also offered live streaming coverage this year of other playoff games, as well as of the Pro Bowl.)
  • In other Super Bowl news: Coca-Cola has announced plans to offer a second-screen experience and extensive social-media elements as part of a Super Bowl ad campaign that will star its familiar animated polar bear mascots. "Coca-Cola is capitalizing on the growing trend of second-screen media consumption to extend its connection with fans beyond the television screen to the computer screen and the social media universe," the company states in its press materials. "Coca-Cola is launching a unique viewing experience for fans that merges a live digital stream and social media with traditional television advertising. The stars of the campaign are two Coca-Cola polar bears who will be watching the big game live and sharing a Coke from the comforts of their Arctic ice cave. Fans can join in on the fun and watch the game with the polar bears 'in the Arctic' by visiting The digital platform uses proprietary technology to bring the computer-generated polar bears to life through live animation--a technological first for the big game or any media event. The live stream will showcase the animated polar bears' reactions to all the plays on the field, the halftime show and highly anticipated commercials. In a first for Coca-Cola, the polar bears will be 'taking over' the official @CocaCola Twitter account on game day. On February 5, the profile photo for Coca-Cola will change from the current Coca-Cola logo to an image of the two polar bears. Using the hashtag #GameDayPolarBears, the polar bears will be sharing their unique perspectives on the game and engaging directly with consumers. Fans will be able to exchange tweets with the bears and share select moments from the live stream with friends via social media. For example, Twitter followers may see this post from a Coca-Cola polar bear: 'If you tweet us photos of your own game day party we'll feature them in our live stream. That is, if the penguin deems them worthy.' While the two polar bears are both football fans, they are rooting for opposing teams, adding to the fun of watching their expressions of delight or frustration as the game unfolds. Throughout the live stream a variety of ancillary characters, including penguins and a young polar bear stop by the bears' snow cave to share a Coke and enjoy the festivities." Two Coca-Cola commercials, entitled "Superstition" and "Catch" and featuring the polar bears, will air during the Super Bowl telecast. Coca-Cola says that it has two versions of "Catch," and which one airs will depend on "what is happening in the game and which polar bear is most in need of a coke based on his favorite team's performance." Both of the spots will invite viewers to join the polar bears live at According to Coca-Cola, animators will control the polar bears during the game "using a combination of traditional video gaming controllers and a proprietary PC-based interface. The animators will be stationed in New York City, in a control room located at Major League Baseball's Advanced Media group, which is a leader in the delivery of streaming content," the company says. The campaign will also extend past the Super Bowl telecast. "After the game, fans can send a Coke and a little digital happiness to fellow friends and followers from Coca-Cola's 'AHHH Giver' and 'ARGH Reliever' app on Facebook," Coca-Cola's press materials continue. "Fans of the winning team can share the cheering 'Ahhh' Coca-Cola polar bear and fans of the losing team can send the 'Argh' polar bear. Both images will send a coupon for a Coke and a little happiness from the Arctic." (Note: General Motors has also announced plans to offer a second-screen experience for the Super Bowl telecast--see the article published on, January 26th.)
North America