Coca-Cola is extending its current Arctic Home campaign with a mobile Web site that ties in with the beverage giant’s Super Bowl ad campaign to drive charity donations.

Coca-Cola’s Superbowl advertising runs across three screens – television, mobile and social media. The campaign is slated to use real-time information from the game that will change how the brand’s advertising displays across the screens.

Real-time ads
Coca-Cola is betting on its famous polar bear characters as the face of the multichannel campaign.

During the Super Bowl game, users can type cokepolarbear.com into their mobile browser to be taken to a game-themed optimized mobile site.

On the mobile site, users can watch videos that will be updated based on what is happening during the game.

For each video that a consumer shares to friends and family via social media on Facebook and Twitter, Coca-Cola will donate $1 to its Arctic Home campaign. Coca-Cola will also donate $1 for each user who RSVPs to interact with the game beforehand.

To spread the word about the advertisements, Coca-Cola will run mobile advertisements inside apps and mobile Web sites during the game.

A screen shot from the upcoming Coca-Cola Super Bowl campaign

Social media is also a main draw with Coca-Cola’s Super Bowl campaign with a Facebook app, and by using real-time events the beverage company is clamoring to grab a large piece of social media buzz during the Super Bowl by getting people to talk about the ads.

Users can also tweet using the hashtag #GameDayPolarBears during the game.

During the game, two TV commercials will run that will be created on the fly based on who is winning.

Mobile bears
Coca-Cola’s Super Bowl ads are part of the company’s bigger multichannel Arctic Home multichannel campaign (see story).

The beverage giant teamed up with the World Wildlife Fund on a massive campaign that reaches across multiple channels to help save polar bears.

The Arctic Home campaign incorporates mobile advertising, apps, Web and SMS and is planned to run through March.

By including the Arctic Home campaign into Coca-Cola’s Super Bowl efforts, it gives consumers an incentive to plug into digital channels during the TV broadcast.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York