Coke Zero launch multi-platform campaign to assure men any minor indiscretions are 'Not Their Fault' during March Madness.
Coke Zero paired with Droga5, New York, to launch a multi-platform campaign centered around the 'It's Not Your Fault' idea. Beginning with H. Jon Benjamin-voiced television ads, Coke Zero rolled out content throughout the NCAA March Madness basketball tournament in the US.
Coke Zero wanted to exonerate men from all of their minor indiscretions, reinforcing the phrase, 'It's not your fault'. The challenge was tied to Coke Zero's brand promise - Enjoy Everything.
In addition to TV spots and web video, Coke Zero published native content articles on popular sports site Bleacher Report, did a complete digital takeover of the official March Madness app and website, and partnered with late night host Conan O'Brien.
Perhaps the most interesting section of the campaign, though, was a 34-page presentation posted by the brand to deck-sharing site slideshare.net. The document was meant to help men explain to their bosses why it was impossible for them to resist watching college basketball games while at work.
This was a smartly targeted and well-executed campaign and, to our knowledge, is the first time a brand has ever used SlideShare as part of their media plan. The videos were creative enough to avoid becoming obnoxious, and were backed up by content across a number of channels.
As a result, the presentation portion of the campaign was a particular success, racking up nearly 75,000 views and becoming one of SlideShare's most popular presentations of all time.