This weekend will see the culmination of Sprite’s year-long search for the ‘most expressive ballers on the planet’ as its ‘Uncontainable Game’ winners take to the boards during the NBA All-Star Weekend.
Sprite doubled up on its NBA sponsorship activation aat the All-Star Weekend, by adding its global ‘Uncontainable’ initiative to its existing title sponsorship of the All-Star Slam Dunk Competition.
Last February Sprite launched a global campaign, with elements spanning traditional media (such as TV spots) and digital channels in its search for fantastically skilled amateurs to play for either Team Intense or Team Sudden in the Uncontainable Game at All-Star Weekend.
The initial launch ad showed superstars Kobe Bryant and LeBron James getting ready to fly around the world to find the very best undiscovered basketball talent.
Players were invited to submit videos of their ‘sudden’ or ‘intense’ moves to the online campaign hub and all entries were judged by a panel of experts.
Indeed, team Intense was specifically looking for players whose moves are characterised as agile, surgical and precise (such as those who can execute lean one-handed dunks, off the pick-and-roll and drop passes on a dime).
While Team Sudden sought out those who are strong, forceful and bold and who can ‘soar in for tomahawk dunks, grab monster rebounds and execute full-court passes’.
These specific skill sets (and the event overall) aim to reinforce Sprite’s umbrella ‘The Spark’ tagline.
A further group of players were selected by showcasing their skills in Sprite-sponsored 3-on-3 tournaments (which saw thousands of participants) throughout 2012 in their respective countries.
Now two teams of 12 amateur players – from countries such as United States, Canada, Mexico, Puerto Rico, Taiwan, China and the Philippines – have been selected to compete in the “Uncontainable Game” at NBA All-Star 2013 in Houston.
And this weekend will see international stars players like Italian Andrea Bargnani, Al Horford of the Dominican Republic, Omri Casspi of Israel and Serge Ibaka of the Republic of Congo serve alongside Bryant and James as coaches of the two teams.
Coinciding with the player try-outs fans were also able to compete by demonstrating how ‘uncontainable’ they are both online, at local events and through mobile SMS challenges.
The most expressive fans have won briefcases of branded goodies and trips to watch the Sprite Uncontainable Game in Houston during NBA All-Star 2013.
The campaign, Sprite biggest ever international initiative, ran in 27 countries. Furthermore, it also aims to leave a lasting legacy in these countries by fostering local talent and bringing communities together to rally around their standout players and by supporting initiatives and organisations that improve conditions at local basketball courts.
‘When we look at basketball as a global sport, it’s the second biggest, after soccer,’ says Sara Schmid, group director-global marketing integration at Coca-Cola. ‘Basketball, as a form of self-expression, is a way to get teens around the world to express their passion and moves.’
Comment:
This initiative shows Sprite genuinely ramping up its NBA partnership and extending it into a global platform that fulfils several objectives – from championing grassroots skills and supporting local facilities to interactive consumer participation.
Sprite has already announced it will continue the programme into 2014.
Sprite’s other main vehicle for its NBA sponsorship at the All-Star game is its title sponsorship of the annual Slam Dunk Contest.
The contest was inaugurated by the American Basketball Association (ABA) at its All-Star Game in 1976 in Denver during the very same year that the slam dunk was legalised in the NCAA.
The contest uses fan voting, via text-messaging, to determine the winner of the final round.
Last year’s Slam Dunk competition, which was won by Jeremy Evans of the Utah Jazz, saw Sprite partner with MIT on an ‘Intensity Metre’ tool.
Links:
Sprite Uncontainable Website
Sprite Uncontainable YouTube
http://www.youtube.com/watch?feature=player_embedded&v=CAJtdEzSW_E
Sprite Website:
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