Events

How Coke Made a Portfolio Play With Sampling Activations at the Final Four

marketingcawpuser 1 year ago 4 min read

Driving trial of the reformulated Coke Zero Sugar was a key objective at both tournaments.

Even the world’s most recognized brands need an awareness lift when it comes to introducing new products or formulas. Such was the case for Coca-Cola as it headed into the 2023 NCAA Men’s and Women’s Final Four tournaments to spread the word and drive trial for its recently revamped Coke Zero Sugar and Powerade recipes. With similar footprints at both events, the brands tapped into college basketball fans’ penchant for rivalry with activations that, in between sips of free samples, invited them to duke it out with interactive hoops challenges.

A widespread presence across events including the official NCAA fan fests, Party on the Plaza, tailgates and culinary experiences made Coke Zero Sugar and Powerade hard to miss during both Final Four tournament weekends (the men’s competition March 31 to April 3 in Houston and the women’s competition March 31 to April 2 in Dallas). And consistent messaging deriving from overarching marketing campaigns for each brand was woven through every touchpoint.

In Coke’s case, the centerpiece was the #TakeATaste initiative launched earlier this year that encourages consumers to “protect” their Coke Zero Sugar from would-be thieves. The campaign features TV spots themed around a “battle for possession” of a Coke Zero can between two popular rappers (with cameos by Magic Johnson and Tamika Catchings) that tie college basketball and the brand messaging together.

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To take the concept IRL, Coke created an interactive Battle for Possession Challenge that had fans facing off against one another to beat the clock as they navigated human-sized basketball hoops and a row of pom-poms, defended blockers and aimed to dribble on precise floor targets that “filled” a bottle of Coke Zero Sugar on a large screen. The first person to hit the buzzer at the end of the obstacle course was crowned the victor and given the first chance to #TakeATaste of a cold Coke Zero Sugar, then snap a photo in a regal red and gold Champion’s Chair. To take things a step further, Coke Zero Sugar also enlisted guest appearances from Johnson and Catchings at each of the Final Four tournaments. The hoops legends both engaged in the Battle for Possession Challenge with kids from the Boys & Girls Clubs of America.

When fans weren’t competing at the fan fest, they could snag plenty of Coke Zero Sugar samples around the footprint, explore the brand’s recycling and sustainability exhibit, snap photos of ball installations, listen to a live dj spin tracks and score swag, like basketball- and cowboy boot-shaped koozies, commemorative cups and, a major fan favorite, oversized foam cowboy hats that could be spotted throughout Final Four weekend events. Adding to the Texas vibe were design elements, like a state flag covering the dj booth.

Powerade’s 360-degree GIF experience allowed hoops fans to get their dunk on.

“The one thing you can’t control on game day is the one reason fans are there, and that’s the outcome of the game,” says Katie Postich, senior manager-sports marketing at Coca-Cola. “But you can control every other aspect of making it a memorable experience. There are little things that only Coke can do, and those are the moments we want to provide. Then [fans] walk away, even if their team didn’t win, having had an enjoyable experience.”

For Powerade, educating consumers on the new formula, which has 50 percent more electrolytes than competitor Gatorade Thirst Quencher, was essential. Once again leaning into the broader promotional campaign and TV spot, the Coca-Cola brand brought to life the concept of how putting in “50 percent more” elevates one’s athleticism. A blacktop installation and mini practice court where fans could participate in basketball drills were both on hand, but it was the 360-degree “dunking” GIF experience that they couldn’t get—or share—enough of. After participating in the engagement, attendees could immediately post the content on their social channels with a branded frame graphic and accompanying music.

“Championship sporting events are amazing because they bring together hundreds of thousands of people from around the entire country, so you’re able to reach a lot of people in one or two key markets and then hopefully make enough of an impact to have them go back and purchase your brands in their home markets,” says Postich. “We were really proud to be able to replicate these experiences at both the Men’s Final Four and Women’s Final Four because they do attract slightly different groups. So it’s being mindful that either you’re making something that can transcend across both audiences or you’re modifying it slightly. It’s knowing the audience and meeting them where they are.” Agency: Momentum Worldwide.