Coca-Cola is stepping up marketing efforts around its Central Intercollegiate Athletic Association basketball tournament sponsorship with a new mobile application, writes Chantal Tode. The app will use an interactive map, schedule and push notifications to attract fans to the Charlotte, N.C., event. "The Coke Zero drinker is very mobile savvy, so we wanted to develop a way to gather information about the CIAA via a mobile platform – which we feel connects with our target audience better than a website or a brochure," says Coca-Cola's Lauventria Robinson.

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