Melt Refreshes ESPN College GameDay with Coca-Cola: Melt is a full-service integrated marketing agency dedicated to collegiate sports and entertainment on behalf of major brands. Melt helps to build Coca-Cola beverages as the refreshment choice for football fans across the country to unite their partnership with ESPN College GameDay. Melt partnered with Parallax to create a unison of experiential graphics for Coca-Cola and ESPN College GameDay. ESPN broadcasts College GameDay from all over the country and receives millions of viewers every season.
It’s a big task transporting all of the equipment and display materials necessary for each event. Parallax printed and installed a custom wrap on a 25-foot long box truck to help the brands advertise. Thanks to this truck wrap, the number of visual impressions now skyrockets for these brands daily while their gear travels where it needs to be.
The Coca-Cola Refresh Section and Section Zero burst with activity on college game days and receive nearly a thousand minutes of airtime during the season. Parallax produced both hard and soft signage used in these sections, which offer prime VIP seating, fun fan rivalry, celebrity appearances, tailgate games, and more.
Custom printed fabric was perfect for the bleacher signage because it’s lightweight and easy to store, allowing for easy transportation and installation. Parallax also produced wayfinding signage for the tailgate games and other event graphics.
Melt supplied Parallax with two 12-foot tall fiberglass molds to transform into something awesome in addition to the bleacher graphics. Parallax printed and installed premium vinyl to look like real, larger-than-life bottles of Coca-Cola as added experiential elements that create a fun photo opportunity.
A fully integrated marketing plan creates the potential for brands to reach higher levels and broader success types. The Refresh Section alone generated 78% of the total television media value during the college football season. Social media helped create over 21,564 user engagements in the form of organic fan content.
Melt strategically orchestrated a combination of brand activations, experiential graphics, social media, and more to increase exposure and business for their clients. The Coca-Cola Refresh Section makes it possible for Coca-Cola and ESPN College GameDay to create strong audience participation, increase sales and generate more views.
Contact us to see how Parallax can boost partnerships and branding for your upcoming events. For more information about us, click here.
