Coke Zero Sugar Brings 'Game Changer' to Walgreens
Coca-Cola Co.’s Coke Zero Sugar activated its sponsorship of ESPN College GameDay by bringing an account-specific sweepstakes to Walgreens this fall.
Running from Aug. 25 through Oct. 30, the sweeps awarded a trip to a to-be-determined college campus to attend a College GameDay broadcast and receive a behind-the-scenes tour, as well as two tickets to the school’s football game that day. The ESPN program is a college football pre-game show broadcast from a different campus each Saturday.
Consumers entered by registering through a coke.com link and submitting codes from the caps of 20-ounce Coca-Cola products. The sweeps landing page housed a promotional video featuring College GameDay host Rece Davis of ESPN. (See video below.)
Walgreens promoted the sweeps via endcaps with side panels depicting a Coke Zero Sugar 20-ounce bottle and carrying a “Taste a Game Changer” message. Shelf strips touted the sweeps as well as a short code and number to facilitate entry via text message.
HelloWorld, Southfield, MI, administered the sweeps.
Coca-Cola bills the recently launched Coke Zero Sugar as an "upgraded" version of Coke Zero, which the company has discontinued.