SHARPSHOOTER by Iris London for Powerade

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SHARPSHOOTER

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Industry Soft Drinks
Media Promo & PR
Market United Kingdom
Agency Iris London
Executive Creative Director Shaun Mcilrath
Creative Director Grant Hunter, Scott Walker, Tori Winn
Designer Kieran Cullen, Steve Wilcox
Released October 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: COCA-COLA GB
Product/Service: ENERGY DRINK
Agency: IRIS LONDON
Date of First Appearance: Oct 3 2009 12:00AM
Entrant Company: Big Chewy Ltd , London, UNITED KINGDOM
Executive Creative Director: Shaun McIlrath (Iris London)
Creative Director: Grant Hunter (Iris London)
Creative Director: Scott Walker (Iris London)
Creative Director: Tori Winn (Iris Digital)
Senior Creative / Creative Director: Greg Mitchell (Iris London)
Senior Project Manager: Leon McComish (Iris Digital)
Designer: Steve Wilcox (Iris Digital)
Designer: Kieran Cullen (Iris London)
Board Account Director: Nicola Way (Iris London)
Group Account Director: Steven Farag (Iris Digital)
Account Director: Sarah Parkinson (Iris London)
Senior Account Manager: Bonnie Siviter (Iris London)
Senior Account Director: Christy Peters (Iris Experience)
Senior Production Manager: Natalie Bark (Iris Experience)
Media placement: Digital Installation - NBA Take To The Courts, Clapham Common, London - 3 October 2009

Describe the objective of the promotion.
The NBA Europe Live Tour comes to London every year. Basketball is now one of Britain's fastest-growing participation sports, with over 3 million players. Against this backdrop, Powerade asked us to leverage its sponsorship as Official Sports Drink to its target audience of 'born sportsmen' and 'solitary fitness seekers', all under its 'InnerGear' positioning.

Describe how the promotion developed from concept to implementation
We partnered with the NBA's two-day Take to the Courts event on Clapham Common. We engaged a technology partner who provided an exclusive motion tracking shooting training system in use by a number of NBA teams, and built a bespoke app around it. The system defines a player's perfect shot arc range based on their height, and provides real-time audio and visual feedback on every shot, building a consistent arc. Players were ranked and the most consistent won tickets to the NBA Europe Live. Two finalists competed during the event for a trip to an NBA game in New York.

Describe the success of the promotion with both client and consumer including some quantifiable results
Sharpshooter attracted 697 confirmed guests on Facebook. The event was over-subscribed and over 200 players competed over two days. 4,000 bottles of Powerade were trailed. The top 10 consistent shooters won tickets to NBA Europe Live, and the winner of the Grand Final shootout during the event won a trip to the NBA in New York.

Explain why the method of promotion was most relevant to the product or service
With basketball such a growing sport in the UK, we felt we should respect and reward the players driving that growth. By partnering with the NBA we were able to leverage and build on their existing Facebook community of British basketball fans. Sharpshooter enabled players to deepen their knowledge of the game and improve their technique using exclusive training technology straight from the NBA. The free-throw format made the contest equally accessible to experienced players and those newer to the sport, and the whole event made a perfect platform for product trial.