Coca-Cola Zero's "Playbook Challenge" fall football promotion let college football fans win prizes by making quick decisions about how they could "get to the game."
My team came up with the concept of the "Playbook of Possibilities," a node-based online video game akin to a digital Choose Your Own Adventure book. Choosing the "right answer" advanced the storyline, revealed new video and let users win prizes. The promotion was supported with digital media, regional television, radio and in-store collateral.
There were 8 “Chapters” of this Playbook, each with 3 decision trees where the user gained more points based on timeliness of answers.
Here's an example of the three decisions within one decision tree inside of one week’s "chapter":
After presented with the challenge, the user would be presented with three options, in order to "get to football." The following three videos represent 2 "wrong options" followed by the "right option."
Website for Playbook
The game itself was housed on CokeZero.com, and housed the interactive video game component. Top Scores were tracked, data collected for the contest and loads of college football related fan information provided.
Print ran in Sports Illustrated and countless other sports publications across the country for 8 weeks promoting the game.
At the time, this digital “Kick the Can” banner was the company’s top performing ad of in history.
Each week, a “Vs.” option which was tied to that week’s chapter promoted the game.
Simple, direct and intriguing.