When Coca-Cola wanted to premiere the latest exploits of their beloved polar bears in North America (in an exclusive short feature produced by Ridley Scott), they went a more intimate route by releasing it through their My Coke Rewards program. By redeemimg points, thirsty bear-lovers could unlock the film as well as enjoy special behind the scenes shorts; deleted scenes; download holiday wallpapers; and even order a plush polar bear –among other goodies– to call their own. Drawing from the desktop site designed by Elizabeth Tervenski, this mobile site allows you to put a tiger in your tank –err, polar bear in your pocket.
