The Coke Polar Bowl is one-part social-spectacular, one-part social good, and one part interactive polarpalooza

The Coca-Cola polar bears are back, and ready for the Super Bowl. They're won't just be starring in ads during the game, they'll be watching the game via an online living room where the bears will laugh at entertaining spots, snore at the boring ones, and cover a baby bear’s eyes when the nutoriously raunchy GoDaddy ads air. Coke estimates 60 million viewers will be interacting with a mobile device or computer (that's 60% of the total 100 million viewers estimated to watch the game), so, the bears will be answering fans’ Facebook and Twitter questions, and cheering at touchdowns and turnovers. And, there's a social good component. For every Facebook fan who "rsvp's" to the "Coke Polar Bowl," Coca-Cola will donate $1 to World Wildlife Fund to help polar bears and their Arctic home.

“We’re capitalizing on the growing trend of second screen media consumption of big events,” said Coca-Cola North America’s chief marketing officer Alison Lewis.

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