Coca-Cola is putting some digital marketing muscle into its sponsorship of the 56th annual Coke Zero 400 race at Daytona International Speedway this weekend. Coke Zero spokeswoman Danica Patrick will tout the soda at the event and through digital ads that target sports fans rolling out tomorrow and Saturday.
The Fourth of July effort is part of Coke’s summer Share a Coke program. Via a microsite, consumers can swap out the logos on virtual products with 250 names or nicknames. The content can then be shared via Twitter, Tumblr, Facebook and Instagram.
The soda giant will begin blasting out digital ads this weekend for the Coke Zero 400 that drive traffic to the summer campaign’s microsite.
Homepage takeovers on Nascar.com and Yahoo.com/Nascar will run on Saturday. For the Nascar placement, Turner Sports (which is also airing the Coke Zero 400 race this weekend) built a custom rich media ad for Coke—dubbed a twig ad—that lets users customize and send a virtual bottle straight from the unit. Standard flash banner ads are also being used to promote a similar call to action.
Mobile ads and pre-roll video from a TV spot bowing this weekend are planned parts of the marketing mix. Coke’s campaign also includes an on-site activation at the track where attendees can create the custom bottles of Coke.