Coke Zero has kicked off a campaign to celebrate the forthcoming football season, which invites consumers to find a virtual trophy for the chance to win $10,000.
The push aims to create hype around the upcoming AFL and NRL football seasons. The company said in February that it will spend 70% more marketing Coke Zero than it will on original Coke in a bid to push the brand.
To enter the new campaign, consumers must head to the Coke Rewards website and enter a code off the bottle. They will then be taken to a virtual football stadium where they are given on seat to flip over. If the grand final trophy is under their seat, they win one of eight $10,000 prizes. One cash prize will be given out a week, supported by other rewards.
The campaign will feature on-pack promotions, a 15-second TVC, digital executions and point-of-sale at selected national and state clubs. It has been created by TCO, with promotional and digital handled by Momentum and Satellite respectively. Media is being handled by Ikon.
Coke Zero marketing manager Pamela Wyatt said: “With Grand Final glory at stake, AFL and NRL fans are in for a hectic eight weeks, as footy fever reaches its peak. While in the end there can be only one winner for the AFL and NFL Grand Finals, our Footy Finals promotion gives loyal fans a chance to win while they’re stocking up on their favourite COKE products.”
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