Dive Brief:

• Fans at the the Final Four NCAA games were provided a "drinkable billboard" from Coke Zero. 
• The 23,000-pound ad served the soda through 4,500 feet of straw—spelling "Taste It"—that ended in six fountain spouts available for tasting. 
• In addition to the billboard, the brand ran interactive TV ads Saturday during the televised games that utilized audio recognition app Shazam. 

Dive Insight: 

The technology available for outdoor ads continues to improve. Coke Zero joins a long list of brands that have experimented with interactive outdoor ads in recent years, including Microsoft, Clear Channel, and Porsche. The billboard plays on the classic tactic of offering free samples, but does it in a big, new way. A bold or unexpected ad is one of the only ways to set apart a marketing campaign from all the other noise surrounding the NCAA tournament.