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.
Can you hang with Kevin Hart? Can you follow his Do's and Don'ts? Are you truly CourtSidekick material? Prove that you're about that life and enter his #CourtSidekickcontest for a chance to sit courtside with the man himself! Contest is open to legal US residents 18 years of age or older (19 in AL and NE).
Pro Tip #2: DO stay in your seat.This isn't musical chairs. Mtn Dew Kickstart is taking fans Closer than Courtside by helping Kevin Hart find the perfect CourtSidekick to join him at the 2018 NBA Playoffs. Keep it locked for more Courtside Do's and Dont's and show Kevin you've got what it takes using #CourtSidekickContest.
Pro Tip #1: DON'T bring signs Courtside. Mtn Dew Kickstart is taking fans Closer than Courtside by helping Kevin Hart find the perfect CourtSidekick to join him at the 2018 NBA Playoffs. Keep it locked for more Courtside Do's and Dont's and show Kevin you've got what it takes using #CourtSidekickContest.
Then, we activated at All-Star, asking some super tough questions to some super good basketball players.
No friends on the court for Russell Westbrook. Check out what happened when he sat down with Kevin Hart at #MtnDewKickstart Courtside Studios. #DEWxNBA Subscribe for more videos from MTN DEW: http://bit.ly/1gwkpVg Connect with MTN DEW: https://www.Twitter.com/MountainDew http://instagram.com/mountaindew/ https://www.Vine.co/MountainDew https://www.Facebook.com/MountainDew Snapchat username: MountainDew
Kyrie Irving's most embarrassing moment with one of the greats helped shape his future mentality. Watch him explain this story in front of Russell Westbrook and Kevin Hart at #MtnDewKickstart Courtside Studios.
DJ Sly Ky?? Watch and see what happened when Kevin Hart sat with Kyrie Irving and Russell Westbrook at #MtnDewKickstart Courtside Studios. #DEWxNBA Subscribe for more videos from MTN DEW: http://bit.ly/1gwkpVg Connect with MTN DEW: https://www.Twitter.com/MountainDew http://instagram.com/mountaindew/ https://www.Vine.co/MountainDew https://www.Facebook.com/MountainDew Snapchat username: MountainDew
In case you were fiending for a case study:
Uploaded by Event Marketer on 2018-06-08.
AWARDS
Ex Award Winner: Best Use of Events For Content
Clio Sports Silver: Events/Experiential