Through a special partnership with Facebook, Coca-Cola is giving people a simple, fun way to contribute to the Boys & Girls Clubs and a chance to view a sneak peek of a Super Bowl spot.
Visitors to the Live Positively tab on the Coca-Cola Facebook fan page (www.facebook.com/cocacola) can share a special “virtual gift” with friends and family that will trigger the following:
* Coca-Cola makes a one-dollar donation to Boys & Girls Clubs of America
* Gift recipients receive a special Coca-Cola bottle image, which is displayed on their Facebook page and newsfeed, reminding them and others they can also share virtual gifts
* Gift-givers receive a 20-second sneak preview of one of two new Coca-Cola ads that will debut during the Super Bowl broadcast on February 7, 2010 (once game day arrives, gifters receive both ads in their entirety before their TV debut later that evening.
“By using our Super Bowl ads to invite people to join us in supporting Boys and Girls Clubs, we’re going beyond simply airing great commercials on a terrific live television event,” said Katie Bayne, Chief Marketing Officer, Coca-Cola North America. “We’re reminding people that whenever they enjoy a Coca-Cola, they play a role in helping us make a difference in the lives of others. By opening a Coke they create a happiness multiplier.”
The first commercial, “Hard Times” features a variety of characters from the television show The Simpsons, most notably greedy billionaire C. Montgomery Burns, who has fallen on difficult times. Just when all hope seems to be lost, Mr. Burns learns to appreciate life’s simple pleasures as he joins other characters enjoying Coca-Cola and Opening Happiness in a neighborhood park. (see image above)
In the second ad, “Sleepwalker,” a man leaves his tent and sleepwalks across the African plain. Pulled subconsciously by his thirst, he shows it’s worth braving any obstacle to enjoy an ice-cold Coca-Cola and share a moment of happiness with a friend.