This football season, Atlanta-based The Coca-Cola Co.’s Coke Zero brand is celebrating the countdown to each week’s game day with a new, fully integrated campaign. The campaign celebrates the countdown culture of stocking up for tailgate party foods, singing fight songs at pep rallies, and making signs to cheer on a favorite team while integrating traditional media, social media engagement and ESPN’s “College GameDay” TV show for a second year.

The campaign also includes a tour of college campuses for “College GameDay” visits. During these visits, Coke Zero will host Section Zero, which treats 50 fans to premium seating and an up-close look at the action. Section Zero also will be integrated into the weekly telecast, reaching fans who tune in to the show nationwide. Students can earn access to Section Zero by participating in the on-campus Cornhole Challenge, which is sponsored by The Home Depot, Coke Zero and Coca-Cola.