Coca-Cola is pulling out all the stops to make a “drinkable” experience for NCAA fans during the final rounds of March Madness.
To promote its Coke Zero brand, the company erected a 23,000-pound, 26-by-36-feet “drinkable” billboard at the March Madness Music Festival in White River State Park in Indianapolis, which is hosting the men’s championship tournament that includes teams from Kentucky, Wisconsin, Duke and Michigan State.
The billboard dispenses ice-cold Coke Zero from a massive contour bottle through 4,500 feet of straw tubing that spells out “Taste It.” The liquid then arrives at a free sampling station on the ground.
“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 Raquel Mason, vice president of Coca-Cola North America, in a press release. “Drinkable advertising is an innovative approach to removing barriers and making it ridiculously easy for those who are #OpenToTry Coke Zero to enjoy it in fun and unique ways.”
Other elements of the campaign include an interactive experience in which viewers of a TV ad can tap a Shazam mobile app and then watch the experience migrate from their TV to their mobile device. As the migration takes place, Coke Zero continues to pour within the Shazam app until the glass is full, ultimately revealing a mobile coupon.
The final objective of this complicated experience? To earn a free 20-ounce bottle of Coke Zero at a participating retailer.
Similarly, Coke is offering drinkable stadium HD video boards, interactive mall kiosks, machine mascots and even flyers that turn into straws, described as “the perfect tool for trying out Coke Zero.”
Has Coke missed anything in this experiential-marketing takeover of March Madness? It doesn’t look like the company was able to get the brand logo on the game balls. Maybe next year.
— Coke Zero (@CokeZero) March 21, 2015