Cannes Lions

ENERGY DRINK

DDB CHINA GROUP, Shanghai / PEPSICO / 2011

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Overview

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Overview

Outcome

We turned a low budget of $10,000 into 200 wholly owned, fully targeted media placements.

These were exposed to 2 million people and engaged over 40,000 people in street basketball.

$10,000=200 basketball courts+2 million audience+40,000 ballers+immeasurable passion for street basketballMost importantly, Gatorade became perceived as the brand that champions the unconventional spirit of street basketball.

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