NCAA fans had some crazy ideas.
Coke Zero made them real.
Coke Zero innovated the beverage experience by making a drink with real Coke taste and zero calories. So during their sponsorship of the NCAA basketball tournament, they set out to innovate the fan experience with the Department of Fannovation.
Despite the rapid evolution of the NCAA basketball fan experience in recent years, fans still feel strongly that there are ways to be enhanced it even more.
With the Department of Fannovation, we decide to challenge them to submit creative ideas to enhance the fan experience.
Fans could submit their ideas and have them go head to head in the Brain Bracket. The campaign lived online, in school curriculum, and in printed materials all over campuses across America.
This was a fully integrated campaign that crowdsourced NCAA fans for ideas that improved the fan experience.