•Coke Zero. The final phase of the Ultimate Dream Job stunt began Sunday in San Antonio, host of the Final Four, as the tournament selections were named. Four winners from Zero's online essay contest are camped out in a tricked-up Airstream trailer, where they'll blog as they watch 122 hours of games.
At bracketomatic.com, Coke Zero is offering visitors tools to predict winning teams and build their own tourney brackets by choosing variables as "Offensive vs. Defensive" or "Dynasty vs. Cinderella."
Among ads Coca-Cola will air are three new ones in its series in which Coke brand managers try to "sue" Coke Zero for tasting too much like their original Coke.
•Anheuser-Busch. A-B's marketing will emphasize Bud Light, and game ads will include the Super Bowl ad in which guys sneak their preferred brew into a wine-and-cheese party.
Also in its marketing game is a "March to Vegas" promotion with scratch-off cards available at bars and in Bud Light packages. The cards have five jersey numbers that card holders register at blhoops.com. They earn points each time players with those numbers score in the tournament. The top 100 after the first four rounds each wins a trip for two to Las Vegas to watch the Final Four games at Caesars Palace.
•Nike Ads on CBS will promote its association with a national cross-training service called Sparq (speed, power, agility reaction and quickness). Nike has licensed use of Sparq's brand name, and the Nike swoosh will appear on equipment, shoes and apparel sold by the training program and Nike. Ads, first aired Wednesday on American Idol, feature athletes challenging viewers with taunts such as "Your agility owes my agility 20 bucks."