Coca-Cola Zero Sugar aimed to create a seamless and engaging digital experience for March Madness 2025. The goal being to drive participation with an interactive activation that kept fans returning daily through exciting prizing.
The Coca-Cola Fight Song Face-Off immersed fans in the tradition of college basketball by spotlighting school fight songs in head-to-head matchups. Each day, users could:
Listen & Vote: Choose their favorite fight song.
Enter to Win: Each vote doubled as a sweepstakes entry for weekly prizes and the grand prize.
Crown the Champion: The top three songs were revealed at the end, celebrating the ultimate winner.
Grand Prize: A trip to the 2026 Final Four, including flights, hotel, transportation, $1,000 spending money, and game tickets.
Weekly Prizes: A year of live TV streaming and sports packages, a 65” TV and streaming device, a mobile hotspot with prepaid data, plus team swag and a Coca-Cola Orange Cream influencer kit.
Or a custom "Thirsty Work" fridge with 12 months of restocks and a $1,000 Uber Eats e-gift card.
The Coca-Cola Fight Song Face-Off captured the excitement of March Madness, blending nostalgia, school spirit, and competition. By making participation fun, rewarding, and easy, Coca-Cola Zero Sugar placed itself at the center of the college basketball conversation—one vote at a time.