Known for their print and media executions, Sprite was looking to inject brand awareness and employ a community grassroots basketball event that would reach into a global branded platform. 94x50 proposed a Slam Dunk Showcase featuring 16 of the world’s top dunkers, alongside a day long festive community event and arguably the best dunk contest in basketball history.

The event placed the athletes in a head-to-head, single elimination match-up to determine the winner, with $5,000 cash going to the winner on the spot. Spectators were graced with a phenomenal show, a live DJ, prizes, free giveaways and tons of Sprite product. The day featured performances from Atlanta Hawks’ A-Town dancers, giveaways, contests, prizes and an appearance from Atlanta Hawks star forward Marvin Williams. The promotional strategy was deployed through online viral marketing, guerilla street team marketing, email blasts and word-of-mouth.

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