Creating A Fan Experience That Fuels A Thirst For More
Mello Yello is a citrus-flavored soft drink produced and distributed by The Coca-Cola Company. At the beginning of the 2013 season, Mello Yello became the title sponsor of the National Hot Rod Association (NHRA) Drag Racing Series. Coca-Cola’s event marketing agency – Red Moon Marketing – challenged us to create an experience that not only announced Mello Yello as the new sponsor, but would actually overwhelm the race fan’s five senses and leave them wanting more of the product. We delivered the Mello Yello Fun House, an amazing fan experience with a variety of things to engage visitors.
One of the most impressive pieces of the display is the Mello Yello Drink Sampling Machine, a uniquely fun way of sampling the product. It is a 360-degree dispenser that has four separate fountain heads, so fans can approach from any angle.
The center of the Drink Sampling Machine is designed to replicate a Top Fuel dragster’s engine, complete with animation and simulated smoke to create the feel of a pit stall.
After the guest grabs a drink sample, they can have their photo taken at a green screen station with their choice of background – their favorite driver, the NHRA’s Wally Trophy, or their favorite car. Drag racing simulators are another popular attraction in the Fun House. The Mello Yello display draws about 5,000 visitors each race weekend, helping to maximize the value of Mello Yello’s sponsorship of the drag racing series.
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