CHALLENGE

The creative minds at Butler, Shine, Stern & Partners looked at the partnership between Sprite and the NBA and had a powerful, simple insight into how Sprite could let consumers jump into the hottest part of the game themselves - the Dunk. BSSP challenged Fuel Industries to help make that insight a reality by developing a site where users could create their own personal dunk - complete with their own Dunk Face.

STRATEGY

Because the site is intended as a viral experience, an incredible level of consumer creativity would be necessary. And as target consumers have seen yet another leap in graphics with the launch of the X BOX 360, it became clear that it was time to begin a leap in browser-based graphics. We created a game where users could upload their profile picture from community websites onto an XBOX-quality 3D basketball player and create their own all-star dunk.

CREATIVE & EXECUTION

The creative is really in your hands - the camera angles, the style of hip hop - even the tone of the cheering. And once your creative is done - post it for the world to see. Users would be able to not only upload their face onto a body that matched their skin tone, they would we able to fully customize their dunk by choosing a variety of moves, music tracks, and camera angles as they race towards the hoop for the payoff - a close-up shot of their own face watched by a (virtual) crowd of thousands of cheering fans. Players had the opportunity to instantly win a $250 gift certificate to the NBA.com store or a grand prize trip to the 2006 NBA Finals.

PERFORMANCE

In the first week of the program, the MySpace and Xanga.com integrations generated over 100K daily Dunk Face creations. Over 70% of people visiting Sprite.com created their own Dunk Face. This, combined with the TV, in-stadium and NBA integration, resulted in a program that exceeded traffic, engagement and buzz measures of past Sprite/NBA efforts.