Coke Zero aims to drive sales by running a series of on-air trails, in-show promotions, and by hosting a branded on 's website, asking listeners to rediscover their love for football.
The activity, which was planned and bought by Vizeum, kicks off tomorrow, on DJ Dom Johnson's 'Saturday Rock 'n' Roll Football Show'. Johnson will ask football fans to phone in and answer questions about classic moments in football teams' histories. Successful entrants will win exclusive football themed prizes.
The competition will run over the course of three weeks and, because it spans the Virgin Mobile V Festival, Johnson will award a football league ticket to one festival goer live on-air.
The campaign microsite will encourage listeners to recount anecdotes about their team. The best ones will win prizes. There will also be a competition requesting users to enter their top 10 football league clubs of all time.
Daniel Miles, a Coca-Cola spokesman, said: "We needed a platform to communicate with football league fans and music lovers for this promotion, so Virgin Radio's 25-44 national audience fitted the bill.
"Dom's show seemed perfect for the job and we're especially looking forward to hearing him giving out prizes at the Virgin Mobile V Festival."
Nick Hewat, sales director at Virgin Radio, said: "Brands such as Coke Zero work brilliantly for promotional deals on commercial radio. Our consistency in attracting big brands for our sponsorship, promotions and spot advertising is testament to the effectiveness and rate of return that they generate."
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