SMG and Weiden+Kennedy partnered to bring a true second-screen experience to this year’s Super Bowl. The popular animated Coca-Cola Polar Bear characters were on hand throughout the entire game, reacting in real-time to the play on the field and even the other commercials (unsurprisingly, they found Sir Elton’s Pepsi spot to be a snoozer). The live-stream experience was designed to work seamlessly across Facebook, YouTube and Twitter, enabling frictionless interaction with the content. The “Polar Bowl” live stream garnered 9 million total digital streams with 28 minutes of average viewing time.