Daily Buzz

By Tanya Irwin

Coke Zero is challenging NCAA Basketball devotees to brainstorm ways to enhance the fan experience. The 64 most-innovative concepts will compete during NCAA March Madness for a chance to win $10,000.
Atlanta-based Coke has launched a Department of Fannovation section on the Coke Zero Web site where people can submit creative ideas through March 14 and to see the crazy ideas that others have. The site was created by Miami-based Crispin Porter + Bogusky.

By Erik Sass

One of New York’s oldest landmarks is getting a futuristic spin courtesy of CBS Outdoor, which partnered with N4D to create an immersive 3D out-of-home digital advertising environment targeting a potential audience of 70,000 commuters a day in the busy train terminal. The 3D campaign for Visa, highlighting its new “Go World” high-def commercials, will run through February.
The main 3D display is a theater-like installation where passersby can see commercial spots with audio. This 3D installation is accompanied by a number of 3D dioramas in Grand Central’s high-traffic shuttle passageway, as well as brand ambassadors who distribute thousands of 3D viewing glasses.

By Aaron Baar

If one needed any indication that video games were becoming big entertainment business, look no further than EA Games. In the past few weeks, the company has booked television advertising time during the NFC Championship Game, the season premiere of “Lost” and the Super Bowl, all with the hopes of gaining a mass audience for franchise (or potential franchise) titles.
“We are trying to do more with less,” Phil Marineau, senior product manager at EA, tells Marketing Daily. “We’re going with a smaller SKU count and doubling down on those we expect to do well.”
The strategy of booking appointment television (such as live sporting events and highly anticipated programming) is intended to broaden EA’s ability to reach the “hit buyers” of games, who tend to only buy three or four titles a year, Marineau says. “By no means will this define the campaign, but it definitely changes things in terms of this game being able to break through into the mass market.”

By Karl Greenberg

In its last year of a three-year marketing deal with the Super Bowl, Bridgestone Americas will launch its 2010 brand campaign in the big game this Sunday. The effort includes two new spots and title sponsorship of the half-time show featuring The Who.
In the last three years, the division of Nashville, Tenn.-based Bridgestone Firestone North American Tire (BFNT) has run ads in the game that were humorous flights of fancy.

By Karlene Lukovitz

Jim Beam Bourbon is building on its relationship with Operation Homefront — and its social media outreach efforts — with a new program that includes a contest to thank members of the military with VIP sporting/music event experiences.
As part of its “Salute Soldiers with the Spirit of America” program, Beam is encouraging legal-age friends and family to nominate military service members age 21 or older for the chance to win the VIP package trips. Through June 21, the spirits brand is accepting nominations (short essays describing why the military member deserves to be honored by Jim Beam) through its Web site (jimbeam.com) and its Facebook fan page (facebook.com/jimbeam).

Cars.com yesterday announced that it will air the latest spot in its “Confidence” campaign during CBS‘ coverage of Sunday’s Super Bowl. The new 60-second spot is titled “With Knowledge Comes Confidence.”

Bengals WR Chad Ochocinco’s Ochocinco News Network (OCNN) is among the more traditional media outlets present at Super Bowl XLIV.
Ochocinco has enlisted Cooley, Dockett, Rice to be part of OCNN’s Super Bowl coverage.