The Ask: Coca-Cola asked to create a fully immersive collaboration with ESPN’s College Gameday from experiential, social and broadcast.
The Solve: We created the Coca-Cola Section Zero that traveled with the Gameday set, released an award-winning Snapchat campaign and integrated with broadcast.
My Role: Original concepts / creative direction / oversaw production with ESPN
The recap video highlights all activations, footprints, stats and broadcast integration
For the past 2 years my team and I have created the Coca-Cola Gameday experience for fans from the bleacher concept and design, programming with ESPN, celebrity talent integration and social extensions.
We were tasked by Coke to come up with a way to engage fans each week with the brand in the forefront. Our concept was to create custom Bitmojis of the Gameday crew and change the thematic for each matchup. The concept was a huge success.
Influencer Strategy: Prior to Kick-Off, Coca-Cola sent campus ambassadors at select schools 100 of these t-shirts to distribute to students. To further the impact and reach of the promotion, shirts were also sent to schools’ alumni and current NFL Players to share on their personal social channels, including Reggie Ragland (Alabama), Aaron Murray (Georgia), DJ Shockley (Georgia), Ted Ginn Jr. (Ohio State), Arden Key (LSU), and Asante Samuel (UCF). All shirt recipients were encouraged to wear the shirts and share on social media using #ShareaCoke.
