Coke updates the Super Bowl advertising playbook

This event report outlines how Coca-Cola pursued innovative marketing efforts around the Super Bowl through partnering with Reddit, the social network, and Postmates, the on-demand delivery service.

Coke updates the Super Bowl advertising playbook

Stephen WhitesideWarc

Most Super Bowl television advertisers pick up the same playbook: Buy the time for an in-game spot but release it online a few days before the NFL season-closer to generate attention and buzz.

Coca-Cola has a long legacy of deploying tactics that have changed the marketing game. And, for the 2016 NFL showpiece, when the Carolina Panthers took on the Denver Broncos, it decided to save the big reveal of its 60-second spot – involving a face-off between Marvel superheroes Ant-Man and the Incredible Hulk – for the Super Bowl's...

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