THE
COCA-COLA COMPANY
THE
CHALLENGE:
• Measure fans’ awareness of a stadium’s soft drink franchise
and gauge the impact of billboard advertising at stadium sporting events.
THE
APPROACH:
•
Infiltrate the world of sports fanatics by interviewing fans at stadiums across
the country, attending tailgate parties, and covering pre- and post-game events.
THE
RESULTS:
•
Coke better understood the importance of stadium branding and created more targeted
ways to reach its audience at sporting events.
