Coca-Cola to Run Its Own Game During the Super Bowl

Coca-Cola is hoping some cross-media storytelling can maximize its estimated $11 million-plus Super Bowl ad spend and that consumers are up for another game during the Big Game.

The cola giant on Monday unveiled a campaign called "Coke Chase" that pits three teams against each other and lets fans determine which of the teams will be featured in a post-game ad. The creative concept is that a group of Cowboys, Mad Max-style "Badlanders" and Showgirls are battling in a hot, sweltering desert for refreshment. The ad, which shows the three teams racing toward a giant Coke bottle only to see that they still have 50 milles to go, asks viewers to go to cokechase.com, where they can vote for t…
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