Coke Debuts "Drinkable Advertising" With Soda-Dispensing Billboard During Final Four

Coca-Cola last weekend during the NCAA Men’s Final Four in Indianapolis debuted "drinkable advertising," in the form of a 26-by-36-foot billboard at the March Madness Music Festival with tubing that spelled out "Taste It" dispensing free samples of Coke Zero, according to Christopher Seward of the ATLANTA JOURNAL-CONSTITUTION. Coke "isn’t saying much about the technology behind the billboard, only that the 'billboard appears to magically dispense ice-cold Coke Zero from a massive contour bottle through 4,500 feet of straw tubing.'" The drinkable advertising campaign included "commercials during the semifinal games Saturday on TBS" and includes ads tonight during the national championship game on CBS. During the commercials, people who have the Shazam app "will see Coke Zero poured on TV while a glass fills on their mobile device." Once the glass is full, a mobile coupon "is provided for a free 20-ounce bottle of the drink" (AJC.com, 4/3). ADWEEK's Lauren Johnson reported the billboard uses more than 75 valves, four high-pressure pumps and 16 sensors to push liquid and air through tubes, making it look like a straw "is emptying." The billboard "runs on enough compressed air to fill all the basketballs used" during the NCAA Tournament. Activations similar to Coke's TV spot this weekend took place "inside Indianapolis's Lucas Oil Stadium and Circle Centre shopping mall." Mall kiosks and videoboards in the stadium "also run the commercial that offers downloadable coupons" (ADWEEK.com, 4/3).