Cannes Lions

SPRITE

MEDIAVEST USA, New York / COCA-COLA / 2009

Presentation Image

Overview

Entries

Credits

Overview

Execution

We transformed the Sprite NBA Slam Dunk Contest to put fans in control.We created the first-ever program allowing viewers to choose the winner of the 2008 Sprite NBA Slam Dunk contest via online or text voting. Prior to the Slam Dunk broadcast, we seeded the call to vote on Inside the NBA (capturing highlight reel viewers) and on the NBA page of Facebook (reaching teens on social networks). On the night of the event, consumers had a 5-minute voting window towards the end of the broadcast. The results were announced live on-air.

To continue the action year-round, we infiltrated all NBA licensed video games and created an exclusive new game feature, the Sprite Slam Dunk Contest. We took the experience out of the console with the Sprite Reel Maker, giving players the power to mix their video game highlights and share it online.

Outcome

By putting consumers in control of Slam Dunk, we increased Brand favorability +35% and purchased intent +20%. Our call to vote delivered 856,200 text votes and 101,000 online votes – smashing our original goal of 25,000 votes. 2008 Slam Dunk ratings were +25% versus the previous year among AA teens. The video game captured 15MM unique players and drove thousands of Sprite Reel Maker videos to be posted online. Our ROI modeling showed that purchase intent and drinking frequency increased at a greater rate among consumers exposed to the video game activation than with any other media used.

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