Coke Zero Brings Drinkable Marketing Campaign to College Football

By Megan Weyrauch on September 2, 2015

College football season kicks off soon with the competition, the school spirit, the cool fall weather and the extremely passionate fans.

Well this year, Coke Zero is giving football fans like you a chance to try delicious and refreshing zero-calorie Coke Zero through multiple innovative avenues including a fully integrated drinkable campaign using multiple broadcast spots, traditional media, digital, out-of-home, retail, social media engagement and ESPN’s College Game Day Built by The Home Depot, according to a recent press release.

Coke Zero’s first-of-its-kind drinkable marketing campaign, “You Don’t Know Zero ‘Til You’ve Tried It,” is kicking off the third year of its partnership with ESPN College GameDay with Section Zero, the most coveted seat for the ultimate fan. At each campus ESPN College GameDay visit, Section Zero will treat 50 fans to premium seating and the chance to see ESPN College GameDay’s newest cast member, Rece Davis.

Interested? Show your school spirit on game day and participate in a few classic tailgate games on campus to gain access to Section Zero. Or, tune in to the show nationwide and follow @CokeZero on Twitter and Instagram.

“Section Zero was created to offer the pinnacle viewing experience and by posting social content from this premium section, we can show fans at home that Section Zero truly has the best seats in the house at ESPN College GameDay,” said Racquel Mason, Vice President, Coca-Cola & Coca-Cola Zero.

A few ESPN College GameDay campuses will also see Coke Zero’s 23,000-pound, 26-by-36 foot drinkable billboard, which dispenses Coke Zero through a free sampling station after the Coke Zero runs through a giant contour bottle and 4,500 feet of straw tubing that spells out “Taste It.”

The “You Don’t Know Zero ‘Til You’ve Tried It” campaign will bring 11 spots to football including drinkable commercials with the ESPN College GameDay crew. Three 30 second spots will feature a mix of Lee Corso, Rece Davis, Kirk Herbstreit, Desmond Howard and David Pollack prepping for an ESPN College GameDay show. Have your mobile device ready; you’ll be asked to open the Shazam app to redeem a mobile coupon for a free 20-ounce bottle of Coke Zero at participating retailer locations.

Three more 30 second spots feature Herbstreit, Howard and Corso describing their first time trying a Coke Zero, and the last four spots will pair imagery of Coke Zero product with sounds of the game. The original Drinkable Commercial from the NCAA® Men’s Final Four® weekend will play on September 5th on ABC, NBC and online, launching the “You Don’t Know Zero ‘Til You’ve Tried It” campaign’s expansion into college football.

“For all of those who are not in Section Zero, our ‘drinkable’ commercials make it fun to try the delicious, ice-cold refreshment of Coke Zero,” said Ivan Pollard, Senior Vice President, Connections and Assets, Coca-Cola North America.

Try Coke Zero through the following additional drinkable elements as well.

Drink Me! Drinkable Jersey

Select students will receive a Drink Me! Drinkable Jersey, which will feature their home team colors and a logo that can sync with the Shazam app; fans can Shazam the logo to get a free 20-ounce bottle of Coke Zero.

Coke Zero Sip-Off Drinkable Challenge

Prove your dedication to your team and beat your rivals by trying to finish a virtual Coke Zero before your opponent. Your smartphone’s microphone becomes a straw and the Coke Zero on your screen disappears with each “sip” you take. Winner receives a free 20-ounce bottle of Coke Zero and other great prizes!

Coke Zero will share social content from ESPN College GameDay from fans sitting in Section Zero. When drinkable social content is shared, fans online get another chance to use the Shazam app to receive a free 20-ounce bottle of Coke Zero.

Follow Coke Zero on Twitter and Instagram (@CokeZero) and join the conversation using #sectionzero. Find more info about the Coca-Cola Company, the world’s largest beverage company, on their website, on Twitter, on their blog (Coca-Cola Unbottled) and on LinkedIn.

Follow Uloop

Apply to Write for Uloop News

Join the Uloop News Team

Discuss This Article

Back to Top

Log In

Contact Us

Upload An Image

Please select an image to upload
Note: must be in .png, .gif or .jpg format
OR
Provide URL where image can be downloaded
Note: must be in .png, .gif or .jpg format

By clicking this button,
you agree to the terms of use

By clicking "Create Alert" I agree to the Uloop Terms of Use.

Image not available.

Add a Photo

Please select a photo to upload
Note: must be in .png, .gif or .jpg format