Coca-Cola
March Madness

March Madness isn’t just watched, it’s worked. From screaming in the stands to obsessing over brackets, fandom is physical, emotional, and nonstop. We tapped into that “thirsty work” by turning one of the most iconic expressions of college pride, fight songs, into a daily digital battleground.

The Coca-Cola Fight Song Face-Off invited fans to listen, vote, and crown the ultimate anthem, transforming school spirit into an interactive ritual that drove repeat engagement and rewarded fans with chances to win, all while positioning Coca-Cola Zero Sugar as the refreshment that keeps you going through every moment of Madness.