event marketing|pr|promotions|sampling
AND AS LEAD SPONSOR OF NASCAR, COKE ZERO LOVES BOTH IT'S FAMILY OF DRIVERS AND FAMILY OF FANS. SO WE CREATED A SUMMER-LONG ROADSHOW OF EVENTS, CONCERTS, "MEET 'N' GREETS", SAMPLING, AND A NATIONAL VR RACING EXPERIENCE WHERE THEY REALLY COULD GET THEIR RIVALRY GOING!
'REAL COCA-COLA TASTE. REAL FAMILY RIVALRY' - is the theme we created in partnership between Kroger stores NA and Coca-Cola Zero NASCAR drivers.
Activation begins at the Daytona 500 in February and goes through right until the last race at the end of Summer; with collectable custom packaging highlighting the race and featuring the Coca-Cola family of drivers. Sampling led to Kroger stores and live events that captured the spirit of the brands.
-Rivalry between the fans is legendary and so we built on that with a custom-made VR experiential truck where NASCAR fans can raced against each other to try and win a place on the National leader board. The top 10 superfan racers got free online-media on nascar.com and cokezero.com to promote themselves to other fans just like the real drivers. The finale was live-broadcast online and fans nationally got the chance to give extra votes to select the winning fan driver.
-NASCAR legend Kyle Petty and his racing team drove to every ‘meet’ across America on Coke motorbikes, stopping at Kroger’s for sampling/raising money for charity along the way. 100's of fans were invited to join the incredible Summer-long ride between all the NASCAR stadiums.
- Coke Zero Sampling concerts and events featuring country legends like Keith Urban to drive WOM and trial.
We orchestrated an extremely complex Summer-long event, retail program and online activation that the Coca-Cola racing family of drivers - and fans - would never forget.
