Horses, motorcycles and testosterone were no match for feathered headdresses, a pink and silver bus and a glitter-bomb cannon.
The showgirls won Coca-Cola’s Super Bowl “Mirage” ad in which the entertainers raced cowboys and “Mad Max”-like badlanders for a Coke they see as a desert mirage.
The 60-second commercial asked viewers to vote on who they wanted to win at cokechase.com. Fans also were encouraged to throw obstacles in the way of their team’s opponents.
Almost 910,000 votes were cast, Coke said, although a spokeswoman acknowledged intermittent connection problems at the voting site.
Coke said the showgirls got 466,007; the cowboys 313,799; and the badlanders 129,796. Sabotage votes outnumbered the combined team votes with almost 7.3 million obstacles thrown in the competitors’ way.
The beverage giant said the campaign was aimed at blending advertising with social media engagement to push the brand.
About the Author
