Coke Zero NCAA March Madness

Challenge

Coca-Cola has partnered with MELT and the NCAA for over a decade to create a premiere program tied to March Madness and the Final Four. Coca-Cola was looking for a way to expand the brand’s on-site presence in order to create brand engagement and entice trial of its product during the Final Four, and asked MELT to develop and execute a program that helped pay off its investment in the space.

Solution

MELT helped Coca-Cola develop a massive presence in the host city. At the March Madness Music Festival MELT helped the brand execute an entire day’s worth of entertainment, entitled Coke Zero Countdown. MELT helped Coke Zero bring top performers to the stage, headlined by world-renowned singing sensation Rihanna. Winners of a local promotion were given the chance to meet Rihanna at a special VIP section prior to her performance. All fans were given the opportunity to have their photo taken with the NCAA Championship Trophy, and shared immediately at the event.

At the Coca-Cola FanFest fans were treated to a premiere experience. NCAA basketball legends David Robinson and Mateen Cleaves were on hand for autographs and photo opportunities. MELT set up social boxes at the event to allow fans to create and share a personalize experience at the event with friends. Throughout all of the festivities, sampling opportunities were provided to maximize opportunities to drive trial.

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Results

The 2015 program was the brand’s biggest success yet. In total MELT helped the brand execute over 100,000 square feet of space during the festivities. More than 80,000 fans attended the Coke Zero music festival during the weekend. Over the entire 3-day festivities Coke Zero was able to sample its product to over 250K college basketball fans.

Product Samples

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