Eight seasons embedding Coca-Cola into the biggest stage in college football.
Coca-Cola had the rights. What it needed was a partner who could turn a broadcast set into a fan destination — every Saturday, in a different city, without a drop in quality. The brief was never simply to build a booth. It was to make the Coke footprint the place fans wanted to be before kickoff, and to make that footprint pay off at retail in the same market that week. MELT owned the program end to end: footprint design, fabrication, logistics, staffing, on-site management, teardown, and the content capture that fed social all weekend. Twenty-two consecutive years is the result. Eight seasons of GameDay, 18 Final Fours activated, and a footprint model that Coca-Cola’s other properties adopted. On peak weekends the footprint moved through roughly 200,000 fans — with sampling, data capture and content output all measured against a market-level retail program.