Winner: Bronze REGGIE Award: Sponsorship Campaign
Enjoy everything at Coke Zero 400
At this year's Coke Zero 400, we were tasked with getting NASCAR guys, some of the manliest, no-frills bros on the planet, to sample Coke Zero, a drink they consider to be “a diet soda.” To show them Coke Zero allows them to enjoy everything with zero calories, we built an island in the middle of Lake Lloyd at Daytona Motor Speedway. A place where all their NASCAR dreams came to life with none of the regrets…except for getting a lower back tatoo.
Coke Zero Challenge Zone
But fans couldn't just walk on the island. They had to to earn it. And by "earn it", we mean dress up as a human bean bag and throw themselves on a giant target.
