For the 2024 Final Four, Coca-Cola came to us to bring their brands to life again across the cities - Phoenix for Men’s and Cleveland for Women’s. This was a lot of work and activations so that all fans in those cities saw and sampled our products all tournament long. Here’s a recap from Men’s where I was on-site, overseeing creative and capturing content with my team:
Some of those individual activations that I worked on highlighted below:
Coca-Cola Zero Sugar Fan Fest + Tourney Town
Coca-Cola Zero Sugar’s Core Creative Idea was “Fan work is thirsty work” and we were asked to bring that to life in a way that would resonate with fans. We do both Powerade and Coke’s footprint - which are always side-by-side, and Powerade focuses more on sweat and playing but Coke Zero Sugar is all about the fans. We created an activation that didn’t just refresh them, but immortalized them with an AI-powered personalized hype video starring them.
The AI-Planning
Each of our prompt questions will feed our AI-engine different results. This “perfect prompting” approach will make it so that each response affects a certain part of the greater video timeline. We developed “Buzzfeed-style” questions that would be easy for anyone to answer and relate to both Coca-Cola Zero Sugar and fans at Final Four. Because not every school is a Coke-school, we can’t use logos - but made sure to incorporate colors to help anyone make their video feel customized to them, and looked at what colors most schools would be - so they’d all be covered.
Powerade Fan Fest + Tourney Town
For Powerade, our infamous dunk pit was a strong request to come back from the client - but we wanted to improve and update the experience for this year. The concept this year - we called: Powerade Posterized.
All basketball fans grew up with a legend taped to their wall. But becoming an icon doesn’t happen overnight. Powerade empowers athletes to transform their determination through every season into a poster-worthy spectacle.
And if you want to end up on a poster, you’ve got to give more. Powerade is the catalyst to create the moments that become immortalized - starting long before you make it to March. So let’s give fans the opportunity to build their legacy along the journey.
At our footprint, we’ll visualize that journey to undeniable that starts long before March by capturing a poster-worthy moment for each season that paved the way.
Fans start by fueling up with a Powerade sample, then are guided to each dynamic photo-op moment along an interactive court that transitions through key highlight making moments.
