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Sprite
Measuring the Intensity of a Media Sponsorship

RAN IN: United States

CLIENT
The Coca-Cola Company

Bobby Oliver - Brand Manager
Kevin Keith - Creative Excellence Group Director

AGENCY
BBH New York *Lead Agency

Hugo Bierschenk - Copywriter
Griffin Farley - Strategy Director
James Stephens - Acct. Director
Ari Weiss - Executive Creative Director
Dean Woodhouse - Art Director


MIT Media Lab

Michael Bove - Group Head


Turner Sports

Peter Scott - Executive Director, Digital Partnerships


Starcom MediaVest Group

John O'Hara, Assoc. Media Director


SUMMARY

Sprite has a long-standing 26-year relationship with the NBA, and have been the title sponsor for the Slam Dunk Competition for the last 12. However, it came time to refresh the sponsorship and create a way to better engage the audience. In 2012, we introduced the Slam Dunk Intensity Meter helping Sprite earn over 171 million additional media impressions during the 2012 NBA All-Star Weekend.

CASE STUDY

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CASE VIDEO


Hero Medium: Sponsorship

Medium Featured On Video: Sponsorship

Audience: Teens (13-20)

Objectives: Support sponsorship

Type: Business to Consumer

Classification: National

Language: English