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Sprite's LeBron James Live Local Experience #FirstHomeGame - Campaign of the Week from Activative
This is just one of many campaigns featured and analysed by Activative in its sponsorship monitoring service Activative Source. For more information, please visit www.activative.co.uk.
NBA sponsor Sprite capitalises on the excitement surrounding Lebron James’ Cleveland homecoming with ‘First Home Game’ - a live experiential event that it turned into traditional advertising and social content and linked to an on-pack product promotion.
The event, which was held on the Patterson Park basketball courts where LeBron first discovered his passion for the sport, saw the soft drinks brand collaborate with street artist Futura to refurbish and remodel the neglected courts and then host a special community pick-up game and basketball clinic for local youth.
The community event was capped off with a special appearance by LeBron himself – who joined in the action for his ‘First Home Game’.
‘They say home is where your heart is. Well my heart is here, it’s always been,’ James says.
‘This is my first game.’
The brand then transformed the footage it shot on the day into a rich bank of content for an integrated campaign that included a traditional 30-second broadcast TV spot (which debuted on-air during the Cavaliers’ first home game of the season),
plus a 90-second long-form online video.
This long-form online spot is available on the Sprite brand's YouTube channel.
The inspirational films were directed by The Bandito Brothers and feature the new single from Imagine Dragon’s latest album ‘I Bet My Life’.
The films, shot on 25 September, feature James' on-court footage and connects him back to his community as local fans share their anticipation for his first appearance of the season back in a Cleveland jersey.
The footage was also turned into assorted social media content for Sprite various channels and fans can follow the ‘First Game’ conversation and LeBron’s homecoming using the hashtags #firsthomegame and #obeyyourthirst.
The event and connected campaign was integrated into an on-pack promotion for LeBron’s own Sprite 6 product line via commemorative, limited edition 12-ounce cans carrying James’ image and which are available only in participating Ohio stores.
Comment
Storytelling is increasingly crucial to successful sponsorship activation.
A compelling narrative that genuinely connects to a community – something with authenticity and something tangible that directly connects the property to the consumers/fans – and the best of these often come in the form of a single individual and a personal journey.
The LeBron homecoming story certainly is a powerful narrative – from an adored hometown super star, to a public betrayal, rapprochement and then the return home of the prodigal son.
This campaign certainly uses the tactic, although compared to Beats’ ‘Re-Established 2014’ it feels slightly muted.
Rather, the aim behind the project was to create a community focused event around a story that itself was all about local roots and a prodigal son’s homecoming.
‘We’ve been with LeBron since the beginning and we’re looking forward to the next chapter in his illustrious career,’ said Sprite Associate VP Kimberly Paige.
Sprite worked with New York creative agency Translation to create the video.
Translation is the agency appointed to put a fresh spin on Sprite’s 20-year-old ‘Obey Your Thirst’ big idea for a new generation of consumers and ‘First Home Game’ aims to place Sprite right in the heart of the cultural conversation by tapping in to a major event.
The brand believes that LeBron’s decision to come home embodies the Sprite brand's ‘Obey Your Thirst’ mantra and this is what lies behind its decision to help tell the story of his return to Northeast Ohio.
This is part of its wider strategy of updated Sprite’s rallying cry for youthful consumers who follow their hearts with conviction and authenticity.
It is also part of the Coca-Cola owned soft drink’s long-terms National Basketball Association (NBA) long-running global marketing partnership.
Coca-Cola has been an NBA sponsor since 1986 and continues to use the partnership to showcase its Sprite brand which has been the official soft drink of the NBA in the USA since 1994 (and across the world since 2011).
Within the deal Sprite is the title partner of the annual Sprite Slam Dunk competition at the NBA All-Star game and its activation also sees Sprite engage US fans via programmes designed to highlight the slam dunk, including the Sprite Slam Dunk Showdown amateur slam dunk competition.
Sprite conducts a variety of NBA-themed activities, including events, digital promotions, grassroots programmes and under-the-cap promotions to connect with NBA fans worldwide.
It is the authentic excitement and honest vibrancy of the Sprite brand and its associated connection to younger consumers that its marketers believe makes it such a good fit with the NBA and its fan base.
Links
#firsthomegame
