Coca-Cola Co. on May 29 is opening Coca-Cola Sky Field, a 22,000-square-foot pavilion at Turner Field in Atlanta that will offer a real pitcher's mound, first base and basepaths, real grass and nine 28-foot baseball cards featuring players in action poses. A 41-foot Coca-Cola contour bottle containing a broadcast booth, a dugout, contour shaped telescopes and cannons will also be on Sky Field, which fans can visit with a Braves game ticket.
To open the field, Coke is offering $1 million to a fan catching or retrieving the first home-run ball hit into Sky Field. Earlier this week, Coke Senior VP-Chief Marketing Officer Sergio Zyman promised more such interactive experiences with the brand through non-advertising venues such as the Sky Field attraction and the company's ad placement on a wall at Boston's Fenway Park.
Copyright May 1997, Crain Communications Inc.