Coca-Cola Zero™ is debuting a first-of-its-kind marketing campaign
during the NCAA Men's Final Four in Indianapolis, Indiana. Those who are
“open to try” the delicious and refreshing zero-calorie taste of Coke
Zero will have numerous avenues to try Coke Zero.
The most literal manifestation of Coke Zero's drinkable advertising
campaign is a 23,000-pound, 26-by-36 foot drinkable billboard located at
March Madness Music Festival in White River State Park in Indianapolis.
For sports enthusiasts, that means the billboard is about the same
height as two-and-a-half basketball hoops or three power forwards. The
billboard appears to magically dispense ice-cold Coke Zero from a
massive contour bottle through 4,500 feet of straw tubing that spells
out “Taste It” before carrying the caramel-colored liquid to a free
sampling station on the ground.
Coke Zero's drinkable advertising will also come to life in broadcast,
print, retail and out-of-home during NCAA Men's Final Four weekend in
support of its status as the Official Fan Refreshment of the NCAA.
“This campaign is based on the simple insight that many people think
they know the taste of Coke Zero, but they actually don't,” said Racquel
Mason, Vice President, Coca-Cola North America. “Drinkable advertising
is an innovative approach to removing barriers and making it
ridiculously easy for those who are open to try Coke Zero to enjoy it in
fun and unique ways.”
Additional drinkable campaign elements will include:
-
Drinkable Commercial — Thirsty? Shazam to try Coke Zero. During
the broadcast spot, viewers will watch as refreshing Coke Zero is
poured from a glass contour bottle followed by a prompt to
Shazam. They will then watch the experience migrate seamlessly from
their TV to their mobile device as the Coke Zero continues to pour
within the Shazam app until the glass is full, ultimately revealing a
mobile coupon to redeem for a free 20-ounce bottle of Coke Zero at a
participating retailer location. The Drinkable Commercial will air
during national broadcasts of both semifinal games Saturday, April 4,
on TBS, and the national championship game, Monday, April 6, on CBS.
-
Drinkable Stadium HD Video Boards – Using the same technology
as the drinkable commercial, drinkable videos will play on the HD
Video Boards in Lucas Oil Stadium offering thousands of spectators the
chance to simultaneously receive a coupon for a free Coke Zero on
their mobile devices that can be redeemed at a participating retailer.
These drinkable ads will air during the semifinal and national
championship games at Lucas Oil Stadium, as well as the Coke Zero
Countdown Concert at White River State Park.
-
Drinkable Challenge at Coke Zero™ Countdown Concert –
Throughout the NCAA Men's Basketball Tournament, Coke Zero has
encouraged rival fans to be open to try being frenemies. At the Coke
Zero Countdown Concert on Saturday, selected frenemies from opposing
Final Four teams will go toe-to-toe by using the microphone in their
smartphone as a straw to see who can finish their bottle of Coke Zero
from two digital screens near the concert stage. The winner will earn
free Coke Zero for their team's fans in the audience.
-
Drinkable Interactive Mall Kiosks – We're turning a simple
Kiosk into a drinkable experience at Circle Centre Mall in downtown
Indianapolis. By “Shazaming” the ad, a phone becomes a straw that
people can then use to “drink” the liquid on screen. Once the bottle
is empty, the user will receive a code to redeem for a free Coke Zero
at an exclusive vending machine, located on the first floor of the
mall at the Washington and Illinois Street entrance.
-
Drinkable Flyers – Coke Zero will deliver an innovative flyer
that easily becomes a straw, giving any event-goer the perfect tool
for trying out Coke Zero. All they have to do is pull the straw away
from the page and take the coupon on the flyer to a participating
concession stand inside the Lucas Oil Stadium. There, they can redeem
the coupon for a Coke Zero by simply presenting their coupon when
ordering and enjoy the Coke Zero using the straw provided.
-
Vending Machine Mascots — No need to approach these vending
machines — these vending machines will approach you! Throughout
Indianapolis, people dressed in what appear to be authentic Coke Zero
vending machines will randomly reward passersby with free Coke
Zero…and some entertainment.
“Our drinkable advertising is about less talk and more proof. We've
created numerous opportunities for college basketball fans in
Indianapolis and at home to experience the delicious refreshing taste of
Coke Zero,” Mason added.
For more information on Coke Zero's drinkable advertising campaign,
please view behind-the-scenes videos:
Coke Zero's drinkable advertising campaign was developed in partnership
with Ogilvy & Mather New York, one of the largest marketing
communications agencies in the world. This is the first execution from
Coke Zero’s newest agency partner that introduces pioneering creative
execution to drive immediate trial for the billion dollar brand. IMG
LIVE and fabricator, Specialized Mobile Exhibits (SME), collaborated
with the agency to produce Coke Zero's drinkable billboard experience.
More information on activities planned by the NCAA and The Coca
Cola Company during the NCAA Men’s Final Four can be found at www.ncaa.com/final-four.
About the NCAA
The NCAA is a membership-led nonprofit association of colleges and
universities committed to supporting academic and athletic opportunities
for more than 460,000 student-athletes at more than 1,000 member
colleges and universities. Each year, more than 54,000 student-athletes
compete in NCAA championships in Divisions I, II and III sports. Visit www.ncaa.org
and www.ncaa.com
for more details about the Association, its goals and members and
corporate partnerships that help support programs for student-athletes.
The NCAA is proud to have the following elite companies as official
Corporate Champions—AT&T, Capital One and Coca-Cola—and the following
elite companies as official Corporate Partners—Allstate, Amazon
(Kindle), Bing (Microsoft), Buffalo Wild Wings, Buick, Burger King,
Enterprise, Infiniti, LG, Lowe’s, Nabisco, Northwestern Mutual, Reese’s
(Hershey’s), Unilever and UPS.
NCAA and Final Four are trademarks of the National Collegiate
Athletic Association.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still brands.
Led by Coca-Cola, one of the world's most valuable and recognizable
brands, our Company's portfolio features 20 billion-dollar brands
including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater,
POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle.
Globally, we are the No. 1 provider of sparkling beverages,
ready-to-drink coffees, and juices and juice drinks. Through the world's
largest beverage distribution system, consumers in more than 200
countries enjoy our beverages
at a rate of 1.9 billion servings a day. With an enduring commitment to
building sustainable communities, our Company is focused on initiatives
that reduce our environmental footprint, support active, healthy
living, create a safe, inclusive work environment for our
associates, and enhance the economic development of the communities
where we operate. Together with our bottling partners, we rank among the
world's top 10 private employers with more than 700,000 system
associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo,
visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com
or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
Copyright Business Wire 2015