Kaplan explained the challenge quickly became the largest college basketball contest on the DraftKings site, incentivizing the brand to build on the success of the program.
“There is an interesting cultural truth during this time of year, as millions of people try to get the leg up on one another filling out brackets, yet at the end of the day, nobody gets it right,” he said. “We thought that this territory was a rich space for us with Pepsi Zero Sugar.”
During the duration of the challenge, fans will also be encouraged to text “ZEROSUGAR” to 81234 to receive cash back on participating Zero products, which includes Starry, MUG and Mountain Dew Zero Sugar.
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