How does a brand use a mutual love for the game to unite rival fans? During the 2015 NCAA tournament, Coke Zero brought the #OpenToTry slogan to life by blurring the line between enemy and friend.
Before each game, unsuspecting fans from opposing teams were challenged to trade gear, share a few laughs and come together in an unforgettable moment. Hundreds of unlikely bonds were formed. These newfound frenemies were surprised with upgraded tickets, prizes, and of course, an opportunity to be in a TV spot that aired just before tipoff of the Championship Game.