Coke is promising hoops fans a whole lot of soda to go with the NCAA Final Four action in Indianapolis -- with the help of a massive drinkable billboard.
A giant Coke bottle and twisty straw form the basis of a massive 26x36 foot display in Indianapolis' White River State Park. It features 4,500 feet of tubing that spell "Taste It" while dispensing Coke Zero to a sampling station below.
White River State Park is the site of Coke Zero's Countdown Concert on Saturday. There, fans of rival Final Four teams will be able to compete in a Coke Zero "drink off" on their smartphones. By blowing into the microphones of their phones, they can race to finish virtual Coke Zero bottles projected on digital screens at the event. Winning teams will get free bottles of Coke Zero.
During the Final Four broadcast on Sunday, Coke will also debut a "drinkable" commercial that drives viewers to use Shazam. In doing so, as the spot shows Coke Zero being poured from a bottle, consumers will see a glass on their phones filling up with the soda. Other elements in the campaign include interactive kiosks and flyers that turn into straws. See more images of the effort here.