Coca Cola is helping people discover its low-calorie Coke Zero brand through a new “drinkable advertising” campaign that surprises customers with free Coke Zero.
The campaign launched with a “drinkable” billboard at the NCAA Final Four in Indianapolis that appears to pipe free Coke Zero through an oversized straw into a soda fountain. It was then extended into the digital realm through a partnership with Shazam that allowed customers to tag the audio in a “drinkable” TV ad from their smartphones to receive a coupon for a free Coke Zero on the spot. More innovative “drinkable” ads are expected from Coca Cola in the near future.