For Super Bowl XLVII, Coca-Cola is launching “a game in the game.” The soft drinks giant, which won the hearts of the US audience with its 2012 Polar Bowl (one of the most talked about campaigns of the event), this year decided to focus on the spirit of rivalry and chase. The brand has launched a multimedia campaign, which engages fans with a 60-second spot titled «Mirage» and a dedicated website, allowing to vote and decide which 30-second spot will launch right after the game, slated for February 3.

Brands are already getting ready to one of the biggest sports events in the USA, Super Bowl. The match, which traditionally attracts millions of viewers, has turned into a perfect occasion to promote all kinds of labels during the game. PepsiCo, one of the biggest advertisers of the event, announced yesterday, October 16, that it tapped international pop diva and 16-time Grammy-Award winner Beyoncé to perform during the Pepsi Super Bowl XLVII Halftime Show at the Mercedes-Benz Superdome on CBS on February 3, 2013. The game and the music act will be broadcast internationally.