Coke tackles college football season with creator content, fantasy sports
The “Fan Work Is Thirsty Work” platform, which debuted in 2024, has an expanded presence and this year includes a 74-stop tour of campuses.
Coca-Cola's "Fan Work Is Thirsty Work" platform is set to expand its reach during the upcoming college football season with a campaign featuring TV ads, social content, personalized packaging, and fantasy sports integration. The soft drink company will collaborate with creators at partner colleges to produce content around games and tailgates, and is touring 74 campuses to bring locally inspired experiences to students.
This marks Coke's first collaboration with Yahoo Sports College Fantasy Football. Coke's sports marketing initiatives this year, including extensive World Cup activations, have helped drive engagement and deepen customer insights. The company is updating the "Fan Work Is Thirsty Work" platform to focus on social-first creator content, fantasy sports, and personalized experiences tailored to various colleges and teams.
The new "Thirsty Work" output features celebratory fan content and includes 30- and 15-second "Scream" ads. Coke will appear on Fox Sports Big Noon Kickoff program and sponsor postseason games through Coca-Cola Bowl Season. The beverage giant is also updating its packaging with custom designs for 13 college and 12 professional football teams, with promotional products available in select markets.
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