New Orleans turned green – Sprite green, that is – for the 2014 NBA All-Star Weekend.
From the Sprite Slam Dunk to support of the Boys & Girls Clubs of America, the brand made the most of the big weekend in the Big Easy.
Sprite reached all corners of the city through fan competitions, an exclusive concert, retail activations and community outreach focused on promoting fans’ self-expression.
“We really wanted to go back to our roots on championing youth to be true and express themselves,” said Erica Harris, brand manager, Sprite. “We thought about how to create a valuable experience for the brand and for our consumers. It was important for us to ensure Sprite’s core creative idea around ‘the thirst to leave one’s mark’ was coming through every touch point.”
Throughout the weekend, the team created a number of experiences for all participants to express themselves creatively. This included the ever-popular Sprite Slam Dunk Challenge. Contestants, including three NBA All-Stars, used props and costumes to stand out from the crowd and make their dunks unique. “The creativity that players bring to their dunks is the pinnacle of self-expression,” Harris said.
A major part of Sprite’s involvement in NBA All-Star Weekend is its support of the Boys & Girls Clubs of America (BGCA). Each year, Sprite partners with the LeBron James Family Foundation to renovate a local Boys & Girls Club. Sprite and James unveiled renovations to the Boys & Girls Club of Southeast Louisiana in Gretna, La. Kids at the club created a performance for LeBron that included a step show, choir and band. Watch this video recapping the unveiling.
“What’s great about being with The Coca-Cola Company is we can work with our partners to provide some of those once-in-a-lifetime experiences,” said Jamiese Miller, senior manager, sports marketing and partnership management. “It’s great to see our work come to life and make a difference in the community.”
Furthering its self-expression campaign, Sprite customers, celebrities and consumers had the opportunity to attend a private concert with Grammy-winning hip-hop artist Drake. This event kicked off Sprite’s renewed partnership with Drake.
Sprite also teamed up with famed street artist Futura, who created three original basketball designs celebrating creativity and incorporating the Sprite brand.
The Slam Dunk Challenge West Team signed one basketball, and the East Team signed another. LeBron James himself signed the third design. Each basketball is available for auction at auctions.nba.com, with funds raised going to the BGCA.
New Orleans was covered in Sprite green, from trolley cars to banners to billboards to retail activations. Fans also played their part in helping promote Sprite before the weekend began through mini-competitions on social media promoting self-expression and basketball.
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