Coca-Cola is gearing up for the upcoming NCAA March Madness tournament with an interactive 360-degree multichannel campaign that encompasses mobile, digital, television and social.

The Coke Zero Enjoy Everything campaign is titled ?It?s Not Your Fault.? The beverage giant is debuting the integrated marketing initiative during the NCAA championships.

?Coke Zero has experienced growth and success, and we hope to see this campaign continue the momentum,? said Andy McMillin, vice president of shopper marketing at Coca-Cola, Atlanta.

Driving engagement
According to Coca-Cola, the Enjoy Everything campaign has evolved on the notion of owning quintessential guy moments of bonding and camaraderie ? from sports and entertainment to humor, gaming and music.

As part of the multichannel campaign, Coca-Cola is debuting a 30-second television advertisement entitled ?Bracket.?

The company will also run another 30-second television commercial, ?Video Game,? which will take center-stage with a seven part video series.

According to the company, the 360 degree integrated marketing campaign will pulse throughout the year and amplify with assets such as football and NASCAR.

Additionally, the campaign will be featured across CBS and TBS platforms in March and April, including the March Madness Live mobile application and in-game broadcast enhancements.

Coca-Cola is visible throughout the March Madness Live app.

The branding can be seen through Fan Chat, Game Tweets and Video tabs within the app.

Users are also encouraged to build a conversation with the brand by logging into their Facebook and Twitter accounts.

Moreover, users can use the hashtag #MarchMadness to interact with others during, before and after the NCAA tournament.

CapitalOne and Buick are also sponsors of the app. 

Past efforts
Coca-Cola has been continually investing a lot in mobile and social.

Last year, the company ran a major campaign across social, TV and mobile screens to let users follow along with the iconic Coca-Cola bears in real-time while watching the game. The initiative also tied into Coca-Cola?s Arctic Home campaign to encourage donations to the World Wildlife Fund to help save polar bears (see story).

Most recently, Coca-Cola bet on mobile as a critical piece of second-screen interaction in its social media-fueled multiscreen marketing for the Super Bowl XLVII game (see story).

?Coke Zero brand attributes are well established, now it?s time for the brand to make the next big leap to connect with its drinkers,? Mr. McMillin said. ?The brand definitely is evolving.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York