The 2023 NCAA Men’s and Women’s Final Four took place in Texas. And since everything’s bigger in Texas, The Coca-Cola Company wanted to do just that. We took over both Dallas (Women’s) and Houston (Men’s) with an experiential campaign that included 50K+ sq ft of activations, gave out 300K+ samples, created 24K pieces of custom retail POS, and achieved 180MM incremental impressions in OOH.
These activations included work for Coca-Cola Zero Sugar, Powerade, and Coca-Cola Creations Move.
Here’s a taste of what we did at Men’s Final Four, where I was leading the Creative:
We were asked to create an engaging and sharable activation for Fan Fest, at the George R. Brown Convention Center in Houston, that would provide wet sampling for fans, and be reminiscent of the Coke Zero Sugar Take a Taste campaign. We created the Battle for Possession, an interactive race where runners battle to maintain possession of a basketball, while defenders on the sidelines control the obstacles of forcing a turnover.
Powerade’s new formula has 50% more electrolytes and we were tasked to bring the new formula to fans at FanFest.
Elite hoopers know that the journey to undeniable is a collection of courts past. To make it, you have to give more than your last personal best, every step of the way. So, we wanted to take fans into the journey of an elite athlete to experience what to 50% more really feels like.
Introducing the 50% More Court, where fans were brought through an immersive experience to feel what it’s like to be an elite athlete, moving through significant stages of their career. They’ll get a firsthand look at what it takes to go from underestimated to undeniable as they hoop from court to court.
Coca-Cola Move was the sponsor of Saturday’s night at the March Madness Music Festival, and we were asked to create an activation to get people to sample the new flavor and to share content from the event. So we created the Move for Move experience, a selfie-factory meets Tik Tok dance studio perfect for the target, gen Z of course!
The latest Coke Creations flavor was Move inspired by transformation and Rosalia’s music. The packaging featured her illustrations and she dropped a single for the launch of the product, “LLYLM” inspired by Coca-Cola Move. Our activation titled Move for Move invited fans to sample the product while also showing off their dance moves in dancing booth areas that gave them custom content to share set to Rosalia’s single, and the opportunity to be featured in Coca-Cola’s Hub in a fan-based music video for Rosalia’s “LLYLM”.