Basketball fans were served up a surprise at the NCAA Men’s Final Four Tournament in Indianapolis with Coke Zero’s ‘drinkable’ campaign.
In collaboration with Ogilvy NYC, I've helped their team to concept, design and produce the various execution of the campaign, which included a drinkable billboard, a drinkable DOOH, a drinkable TV commercial and mobile-enabled in-stadium interactions.
MY ROLE: CREATIVE PARTNER & UX
PRODUCTION COMPANY: BOSSA
EP: HANS WEISS
ART DIRECTION: HAKAN ISIK
C. TECHNOLOGIST: ERIC STOCKMEYER
LEAD DEVELOPER: DAVID POYNER
PRODUCER: TALIA GREEN
AGENCY: OGILVY NYC
The campaign was unveiled at the NCAA Men’s Final Four Tournament with a 26 x 36-foot drinkable billboard. This first-of-its-kind structure featured a massive contour bottle and a swirling straw, spelling out the words “Taste It.” The billboard, weighing 23,000 pounds, magically appeared to pour ice-cold soda into the cups of basketball fans at the sampling station.
I was responsible for the design and look & feel of the billboard as well as the custom-made Coke Zero dispenser. I've overseen the entire production process, working closely with Coke’s engineers and fabricators to create this ‘delicious’ hybrid of hydraulics and design.
Beyond the billboard, we also created a Coke Zero interactive TV commercial, which aired during the semifinal and championship broadcast games. In partnership with Shazam, we used their audio recognition technology to pour a Coke Zero right into the phones of viewers across the country.
Similar activations also took place inside Indianapolis's Lucas Oil Stadium and Circle Centre shopping mall.
For the mall DOOH, we used subsonic tracks to create a one-on-one connection between mobile devices and interactive displays. The DOOH prompted people to pull out their phones and start Shazaming. At the end of the experience, they've got a coupon code that could be redeemed at Coke’s vending machines.