Coca-Cola debuted “drinkable advertising” during the N.C.A.A. Men's Final Four in Indianapolis April 4 to 6 as part of Coke Zero’s “You Don’t Know Zero 'Til You’ve Tried It” campaign. The program included a billboard, TV ads, flyers, games, and stunts that resulted in guests receiving either samples of Coke Zero or a coupon for a free bottle.
“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 of 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.”
At the March Madness Music Festival in White River State Park, the company erected a “drinkable billboard.” On the front of the 26- by 36-foot billboard, 4,500 feet of tubing spelled out “Taste It.” An elaborate pumping system carried Coke Zero through the tubing and down to a sampling station on the ground.
For fans watching the games at home, Coca-Cola created a TV commercial that prompted basketball fans to use the mobile app Shazam. An image on the app appeared to show Coke Zero pouring from a bottle on their TVs into a glass on their mobile devices. Once the glass was full, the app revealed a mobile coupon redeemable for a free 20-ounce bottle of Coke Zero at participating retailers. A similar Shazam-activated video also played on video boards in Lucas Oil Stadium and during the Coke Zero Countdown Concert at White River State Park. Also at that concert, the company selected fans of opposing Final Four teams to see who could finish a virtual bottle of Coke Zero the fastest. The bottles appeared on digital screens near the stage and the participants used the microphones on their smartphones as a straw to “drink” the soda.
The campaign also included Shazam-activated ads in kiosks at an Indianapolis mall and “drinkable flyers” that included coupons and an embedded straw. In an email the company said it is still putting together participation statistics but that “initial results are positive.”
Coca-Cola partnered with Ogilvy & Mather to develop the advertising campaign. IMG Live and Specialized Mobile Exhibits created the drinkable billboard.
