Constructed the Blue and Silver campaign in partnership with counterparts, executing a citywide awareness and product trial initiative. During the lead-up week and event day, managed a team of 36 Student Marketeers to sample 46,000 cans. Coordinated travel and hospitality logistics for all team members and developed detailed mission plans for a 70-hour workweek. Collaborated with sports, on-premise sales, and communications teams to engage and entertain over 45,000 spectators at the event.