Coca-Cola: Super Bowl 2013

Idea:

Create an interactive Super Bowl experience allowing participants to choose in real time the second spot that Coca-Cola will air during the game.

The campaign featured a website that tied closely to the Super Bowl spot created for that year. The spot featured three factions racing towards a distant coke in the desert. When the first spot shown in the game ended, viewers were directed to go to the site and vote for who they wanted to win.

The Site:

  • Designed mobile-first with the understanding that most people viewing the game would be at a party with their phone as the most accessible device.
  • Final product was responsive across all devices.
  • Purpose was to allow people to vote for the faction that they wanted to see win the Coke and then see the results in real time.
  • Votes translated to picking the second Super Bowl commercial from Coca-Cola that would air later in the game.

Initial requirements gathering and defining use cases.

A sampling of some exploratory mobile UI sketches.

 Outlining site functionality/social elements and messaging needed during each phase of the campaign.

Outlining site functionality/social elements and messaging needed during each phase of the campaign.

 Site maps for each phase of the campaign.

Site maps for each phase of the campaign.

 The homepage before the race starts. As with most Super Bowl campaigns now, the spot was launched on YouTube a few days prior to the game, so we had to allow for pre-race states that educated on the campaign, and teased in-game functionality.

The homepage before the race starts. As with most Super Bowl campaigns now, the spot was launched on YouTube a few days prior to the game, so we had to allow for pre-race states that educated on the campaign, and teased in-game functionality.

Coke 2013 Super Bowl UX_4 - Prerace Faction Page.jpg
Coke 2013 Super Bowl UX_6 - During Race Map Page.jpg
Coke 2013 Super Bowl UX_7 - During Race Faction Page.jpg
Coke 2013 Super Bowl UX_8 - Post Race Results Page.jpg
 Two of some preliminary pre-race mobile screen explorations.

Two of some preliminary pre-race mobile screen explorations.