A giant “drinkable” billboard and other first-of-their-kind advertising elements will give thirsty college hoops fans the chance to try Coke Zero on the spot in the NCAA Final Four host city of Indianapolis and across the country.

A 26-by-36-ft. billboard in White River State Park – site of Saturday’s Coke Zero Countdown Concert – will appear to magically dispense ice-cold Coke Zero from a massive contour bottle through 4,500 feet of tubing that spells out “Taste It” before carrying the caramel-colored liquid down to a free sampling station. While waiting in line, fans can play basketball-themed games for the chance to win prizes.

IMG LIVE, Specialized Mobile Exhibits and Ogilvy & Mather New York collaborated on the 23,000-pound billboard, which will visit the Hangout Music Festival next month in Gulf Shores, Ala. and other events later this year.

“It’s an engineering marvel when you factor in the tubing, lights, liquid, CO2 and everything else that went into this,” said Danielle Henry, group director, integrated marketing communications (IMC), Coca-Cola North America. “Pulling this off in a short timeframe was no small feat.”

In addition to the sign, a “drinkable” commercial will encourage viewers at home to use the Shazam app to watch a glass on their mobile device fill up with Coke Zero as it’s poured from a bottle on TV. When the glass fills up, the app will generate a mobile coupon for a free 20-oz. bottle of Coke Zero at a participating retailer. The spot airs Saturday night during the second semifinal game on TBS, and again Monday night during the national championship game on CBS.

Drinkable Stadium HD Video Boards in Lucas Oil Stadium and at White River State Park will use the same technology, giving thousands of spectators the chance to score a coupon for free Coke Zero during the games and concert.

Throughout the NCAA tournament, Coke Zero has encouraged fans from rival teams to be open to being “frenemies.” At Saturday’s concert, select frenemies from opposing Final Four teams will use the microphone in their smartphone as a straw to see who can finish virtual bottles of Coke Zero projected on two digital screens near the stage. The winners will earn free 20-oz. bottles of Coke Zero for their team's fans in the audience.

Other drinkable elements in Indy include interactive kiosks and flyers that turn into straws – all of which generate coupons. More than 150,000 free servings of Coke Zero will be distributed in Indianapolis alone.

All of these activations are part of Coke Zero’s “You Don’t Know Zero ‘Til You’ve Tried It”TM campaign, which focuses on driving trial of the billion-dollar, zero-calorie brand.

“We collaborated with our agency partners to create media vehicles that are actually drinkable – something we’ve never done before at Coca-Cola,” Henry said. “We wanted every ad to lead directly to an opportunity to try Coke Zero. Everything we’re doing results in an actual sample or a coupon.”

According to Henry, 60 percent of consumers who taste Coke Zero return to purchase it again. 

“We know we’ll be successful if we can get drinks in hand,” she added, “because once people try Coke Zero, they come back for more.”