Coke Tackles College Football Season With Creator Content, Fantasy Sports

Why it matters

Coca-Cola is scaling its 'Fan Work Is Thirsty Work' platform with a 74-campus tour, pairing creator partnerships with fantasy-sports engagement through the college football season. It reads as a useful case study of an always-on, co-created campaign structure rather than a one-off activation. A good reference point for building sustained creator programs around a recurring sports calendar.

The source