Luckily we had what no one else has, seven inches of plastic attitude. We transformed Thirst from a passive to an interactive brand spokesvehicle through a series of “live” interviews, appearances, and stunts in sports and urban environments. Thirst was constantly engaged in real events and appeared “larger than life” through multiple consumer experiences that leveraged the hype and celebrity of the NBA. To cap it off, Thirst’s posse also hit the streets in custom flat-screen T-shirts, customised mobile media centres and high-intensity spotlights.

The “Go Live with Miles Thirst” platform now serves as the brand’s blueprint for future promotional efforts. In addition, Thirst’s celebrity interactions created, at no production or talent cost, over $1 million in additional incremental value.