The LeBron 23:23 program was developed using the Sublymonal campaign tone and LeBron James. The promotion consisted of engaging consumers by providing codes under the cap of 20oz bottles. Consumers entered codes at www.lebron23-23.com to mix and compose music or win hot prizes. The top three entries earned a place on Sprite Sublymonal advertising commercials that ran during the NBA All-Star weekend. The best entry was chosen as LeBron James’ theme song and awarded the opportunity to professionally mix their track with a major record/music producer. A Sprite Radio Merchandising program was simultaneously running in 19 major NBA markets to create buzz and engage consumers.

•89MM impressions for LeBron23:23 and King of King events in Las Vegas, NBA All Star weekend (song release parties)•Lebron23-23.com promotion was featured in USA Today•495,000 visits to LeBron23-23.com. Average time spent 7:07. •Over 2.7MM Page Views.•40,000 Votes Cast for Final Theme Song Winner.•82,589 PIN Codes entered. •20,000 Instant Prize Winners