Coke Zero is making a push into the college football market in a big way. The company is bringing back its successful “drinkable” campaign from this year’s NCAA college basketball Final Four with some major additions and some really clever ways for users to engage with the brand for unique experiences.
The “drinkable” campaign from earlier this year allowed users with the Shazam app on their mobile devices to directly connect with the TV advertisements that showed a Coke Zero being poured into a glass. Users who engaged saw their own cups on their mobile devices fill up with the Coke Zero from the TV screen. This activated a coupon for a Coke Zero purchase. The campaign was a huge success and Coke Zero is hoping to expand that success to an even bigger college football market by partnering with ESPN College GameDay and featuring new advertisements with similar functionality. The new campaign is dubbed the “You Don’t Know Zero ’Til You’ve Tried It”.
New to the campaign will be a “Drink Me!” jersey that will be distributed to select fans. The jersey will have a Coke Zero logo that, when engaged with via the Shazam app, instantly provides users with a coupon for a free Coke Zero. There will also be a giant Coke Zero billboard that functions as an actual Coke Zero distribution station. The liquid will flow from a massive Coke Zero bottle through 4,500 feet of straw tubing and down to people at the station.
Coke Zero’s marketing strategy is extremely targeted and pushes customers to engage in new and exciting ways with the brand. The marketing is clever and rewarding and should be a big hit for those who participate.
Read the full article here: Coke Zero plunges deeper into mobile activations targeting college sports fans