Vending Machine Mascots Kiosks Sample Coke Zero At NCAA Mens Final Four

INDIANAPOLIS -- Vending played a prominent role in a first-of-its kind "drinkable" advertising campaign for Coca-Cola Zero that debuted during the National Collegiate Athletic Association (NCAA) Men's Final Four in Indianapolis, IN, April 4 and 6.

Throughout Indianapolis, people dressed as authentic Coke Zero vending machines randomly rewarded passersby with free Coke Zero -- and some entertainment.

At the Circle Centre Mall in downtown Indianapolis, by "shazaming" the ad on Coke Zero kiosks, users' phones became virtual straws that they could then use to "drink" the liquid onscreen. Once the bottle was empty, the patron received a code to redeem for a free Coke Zero at a vending machine located in the mall.

Coke Zero's "drinkable" campaign also included a 26' x 36' billboard displayed during the March Madness Music Festival in Indianapolis's White River State Park. It appeared to magically dispense ice-cold Coke Zero from a massive contour bottle through 4,500 feet of straw tubing that spelled out "Taste It" before carrying the caramel-colored liquid to a free sampling station on the ground.

"This campaign is based on the simple insight that many people think they know the taste of Coke Zero, but they actually don't," said Coca-Cola North America vice-president Racquel Mason. "Drinkable advertising is an innovative approach to removing barriers and making it ridiculously easy for those who are open to try Coke Zero to enjoy it in fun and unique ways."