Coca-Cola lance the Chase, son jeu interactif pour le SuperBowl

Plus que quelques jours avant le SuperBowl et les annonceurs s’affairent. Première grande marque à dévoiler son dispositif : Coca-Cola.

Après les ours polaires qui réagissaient en direct au score de la finale, Coca-Cola revient avec un nouveau dispositif interactif, intitulé The Chase.

Révélé aujourd’hui avec une publicité de 60 secondes sur sa page facebook, Coca-Cola s’éloigne légèrement des codes habituels de sa plateforme de marque Open Happiness, illustrée récemment avec la publicité d’Ogilvy Brésil, Are You Crazy Enough

[youtube]http://www.youtube.com/watch?v=6uFQAqwbwSg[/youtube]

Cette publicité, nommée Mirage, sera diffusée durant la première mi-temps du match entre les San Francisco 49ers et les Baltimore Ravens, afin de faire la promotion du jeu online de Coca-Cola.

coca cola chase_showgirlsDurant ce jeu, vous l’aurez compris, 3 clans s’affrontent, les cowboys, les showgirls et les « badlanders », sorte de bandits du désert à la Mad Max, tous à la course dans le désert afin de trouver la bouteille sacrée de Coca-Cola qui se trouve apparemment à 50 miles du fameux Mirage.

Le site internet, CokeChase.com, vous demandera de choisir votre camp et de « saboter » les autres à travers diverses actions sur le site mais aussi les médias sociaux (Facebook, twitter & instagram), et via tous les écrans de consommation (ordinateur, tablette, smartphone) afin de maximiser les points de contacts avec la cible. Pour Coca-Cola, « le deuxième écran est vraiment important pour nous », dixit Stuart Kronauge, président de la boisson gazeuse. « Peu importe où se trouvent les consommateurs, que ce soit à la TV, sur le mobile ou sur la tablette, nous nous devons d’être présents ». Les médias sociaux vont accueillir pléthore de contenu comme des contenus coulisses sur Instagram, des gifs animés sur Tumblr et il est même prévu une conférence de presse pour les 2 clans perdants sur YouTube ! Une vraie différence par rapport à l’année dernière où les Ours Coca-Cola ne s’exprimaient qu’à travers un seul canal celui du site.

Selon le résultat à la fin du match, Coca-Cola diffusera l’un des 3 spots publicitaires déjà réalisés après le coup de sifflet final de ce 47ème SuperBowl. Un vrai pari pour la marque quand on connait la dispersion forte et rapide de l’audience après le match…

Pour assurer le lancement de la campagne, Coca-Cola mettra en ligne ce mercredi 23 janvier ce qu’on appelle un « YouTube takeover », à savoir un format événementiel sur la homepage de YouTube, extrêmement coûteux mais un vrai boost en terme de visibilité et de trafic. Dans les jours à venir, de nouveaux teasers de 30 secondes seront diffusés à la télévision, notamment durant l’événement sponsorisé par Coke, American Idol, avec la publicité « Be Ok », l’une des récentes productions de marque dans la luttre contre l’obésité.

Cette campagne reprend les fondamentaux de la campagne du précédent SuperBowl, à savoir le second écran mais la marque dit avoir appris de ses erreurs. En effet, Pio Schunker, senior Vice-Président en charge des actions marketing intégrées, a reconnu les performances intéressantes de Coke Polar Bowl (9 million de téléspectateurs pour une durée moyenne de 28 minutes) mais a aussi appuyé sur les faiblesses de la marque à savoir ne pas avoir récompensé celles et ceux qui se sont connectés. L’erreur est réparée pour ce SuperBowl puisque les 50 000 premiers connectés pourront obtenir un Coca ou un Coca-Light gratuit s’ils se connectent sur le site Coke Rewards.

Néanmoins, l’élément majeur de cette campagne conçue par Wieden+Kennedy Portland, qui avait déjà pitché le film Mirage en 2012, reste le message que la marque veut envoyer en 2013. En effet, plutôt que de se focaliser sur les valeurs de marque (Open Happiness = ouvre un Coca, ouvre du bonheur) matérialisé par les ours polaires, Coca-Cola a décidé de se recentrer sur le « product credential » comme on dirait en anglais, le fameux attribut produit : « Coca-Cola, la boisson ultime du rafraichissement ».

Reste maintenant à voir comment Coca-Cola réussira à capter une audience plus large que les 9 millions de personnes ayant visité le site Coke Polar Bowl l’année dernière (vs. les 111 millions de téléspectateurs du SuperBowl 2012) et quel rôle pourra jouer les médias sociaux dans l’amplification du dispositif, qui doivent selon moi être capable de créer cette tension, cet intérêt, cette excitation que Coke Polar Bowl a su très bien faire l’année dernière.

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