In 2018, Mtn Dew Kickstart wanted to make a splash at NBA All-Star. So instead of falling in line with hundreds of brands and doing player-focused, “for the gram” activations, we created an always-on content hub that took fans closer to the game than ever before with the NBA’s biggest superfan: Kevin Hart. And then—just for good measure—we let one lucky fan actually join him courtside for the playoffs.
First, we taught the nation some courtside etiquette.
Then, we activated at All-Star, asking some super tough questions to some super good basketball players.
In case you were fiending for a case study:
AWARDS
Ex Award Winner: Best Use of Events For Content
Clio Sports Silver: Events/Experiential