— ROLE

Associate Creative Director

Creative Lead

— DATE

8/01/2013

Challenge

Launch the Coke Zero x ESPN College GameDay partnership at retail and drive deeper engagement with college football fans.

Idea

Give fans access to what happens between takes on GameDay — offering a sweepstakes opportunity to hang with the crew, while bringing the broadcast energy into-store through a collectible bobblehead promotion and life-size standees.

Each bobblehead featured a dry-erase board, inviting fans to create their own GameDay banter and extend the experience beyond the shelf.

Impact

2.8% volume growth

14% increase in cases on display

2MM+ sweepstakes entries