The reach of the campaign was further amplified by asking fans to engage with Coke Zero by sharing video of their craziest pre-game rituals and tagging it with #CountdownToZero. The uploaded content lived alongside of the: 15 pre-roll spots at the campaign’s hub: www.CountDownToZero.com. By sharing video with Coke Zero at the hub, fans instantly became eligible to win seats in the popular “Section Zero” bleachers during the daylong, live broadcast of ESPN’s “College Gameday.” Winners were chosen from the best of the user-generated content.

At the end of the college football season the ‘Zero Means it’s Game Day’ campaign generated more than 400-million digital impressions. It also experienced a 272% year-over-year increase in social engagement and enjoyed a 10% increase in brand awareness.

And while “Section Zero” has always been popular among college students, interest in the seating section grew in intensity and popularity as we continuously rewarded the most rabid fans with seats to this coveted section as part of the online push.