• by Karl Greenberg , February 15, 2008

Coca-Cola is launching a national promotion backing its Coke Zero brand. The effort involves a national Web-based search for four fans of NCAA March Madness to come to the Division I Men's final in San Antonio and watch it all while blogging about the games.

The promotion is also the culmination of a season-long push for Coke Zero centering on TV ads during the NCAA season. The ads have a "Never back down" theme, which this promotion elaborates: the winners are chosen on the basis of their devotion to basketball.

The four winners of the Coke Zero "Ultimate Dream Job" will go to the Henry B. Gonzalez Convention Center, the San Antonio game venue on March 16, live inside Coke's installation there, "CokeZeroVille"--and watch all of the 2008 NCAA Division I Men's Basketball Championship on computers and TVs.

Once they complete this task they will be escorted--assuming they can still walk--into the arena by an NCAA basketball legend on April 5, and sit in the lower level for the 2008 NCAA Division I Men's Basketball National Semifinals.

Consumers must apply at cokezerodreamjob.com with essay and photo demonstrating spirit and creativity.

Susan Stribling, Coca-Cola spokesperson, says the promotion is part of a raft of promotions the Atlanta-based company is doing as part of its 11-year association with NCAA, which provides beverage marketing and media rights to NCAA Championships.

She says the company has been promoting Coke Zero with TV vignettes that feature a "coach" character encouraging fans not to back down when it comes to real Coke taste.

"There will also be extensive point-of-purchase material by the end of the month, and lots of activation in San Antonio, including sampling, which we are doing on campuses right now. When March Madness comes we do a full court press."

There will also be in-store My Coke awards promotions tied to NCAA, and snack bundles that involve complimentary snack brands bundled with Coke Zero around the Finals.