Coke Zero Sugar : Fan Zone
We were asked to create a national tour for Coke Zero Sugar originally to be used for fall football, and then we adapted for NASCAR as well. Let’s start with football. We were asked to maximize sampling and trial with an engaging experience, with lots of interactions, and connected to the passion of football tailgating (or NASCAR racing for part two). Oh, and also worked with the tagline of Best Coke Ever?
Here’s what we did:
INSIGHT
During the football season, the true fans don’t just watch from the sidelines, they live it. And all that passion makes them thirsty for The Best Coke Ever?
THE CONCEPT
Step into the ultimate fan experience that unleashes your thirst and leaves you cheering for your team and Coke Zero Sugar. This football season, we’re bottling up fan’s passion and fueling their fandom through an interactive footprint that comes to life as they show us their unwavering spirit.
Our Sampling Bars
We were inspired by our fans’ lair where they get amped up to cheer on their team. So, our sampling areas featured a trophy and memorabilia inspired space that felt share-worthy and cool for our passionate and thirsty fans. We were able to customize certain aspects of the space for certain teams (when they were Coke schools) to personalize the space more and lure people in more to our activation - to display team memorabilia, school photos, and that team on TV of course to play highlights of that school - I mean what’s a bar without the game on?
Trophy Yourself
For our photo op area, we wanted to memorialize our fans’ devotion and commitment to their team by turning their face into a trophy, personalized with their name and team. A digital kiosk prompted fans to show us their fan face - their best scream for their team - and they received their golden trophy in their inbox to share with all their fans.
Cheer for Your Team and Win
What’s a game without competition. We encouraged our fans to prove their fandom by cheering for gear. With an interactive noise meter, that measured how loud our fans cheered - and activated our coolers to open and reveal an exclusive prize of team and Coca-Cola Zero Sugar merchandise, or even tickets to the game!
NASCAR version
In an effort to be more sustainable and also smart with our budgets, we try to take existing structures and signage and transform only what’s needed for different events. This way we save money (what?) but also the fan gets something that feels completely unique, authentic and personal still. So here’s how we transformed what you just saw for football into something for our NASCAR audience at the Coke 400.
