Effort: All-Terrain Challenge
Twist: While dozens of marketers blitz the Florida beaches for college spring break, Zilo Networks has staked out the biggest beach location in Cancun, Mexico, where 500,000 college students are expected throughout this month. Coca-Cola Co.'s PowerAde is title sponsor of events including rock climbing, jet skiing, skydiving, parasailing, trapeze stunts and motocross races. The company said its goal was to dominate the air, land and sea for college's edgiest crowd, which heads to Mexico each spring. Details: Hundreds of two-student teams will compete for $25,000 in prizes, backed by coverage on zilo.com and Zilo's broadcast network reaching 215 campuses, as well as on-campus promotions.