Sprite ‘Steps Up’ its Outreach to African-Americans - Event Marketer

Sprite ‘Steps Up’ its Outreach to African-Americans

DB_Sprite_2012 Book
Brand: SPRITE
Agency: IGNITION
Awards: EX AWARDS — BEST MULTICULTURAL EVENT CAMPAIGN
Year: 2012

Sprite stepped up its commitment to young adults with the second iteration of the Sprite Step Off, the electrifying stepping competition it created. The platform, which is helping Sprite build enduring brand affinity with the fiercely loyal multicultural audience, is a tournament-style competition with college step teams vying for scholarship money and bragging rights.

Through a partnership with the National Pan-Hellenic Council, Sprite invited historically African-American fraternities and sororities to submit video applications. Four of each were selected to compete in six regional qualifiers, and Sprite let fans vote online to choose an additional fraternity and sorority to compete. Regional winners advanced to the national championships, which were held during the NPHC annual conference, and where the brand offered prizes totaling $100,000 in scholarships. During the competition, a mobile component enabled the audience to choose fan favorites, request songs and send texts and pictures to screens in the venue.

While advancing through the competition, teams visited community Boys & Girls Clubs, where they shared their passion for stepping and encouraged kids to pursue higher education.

Across the board, results from Sprite Step Off II exceeded those from the previous year. Average attendance increased by 90 percent to 3,100. In total, 22,300 fans attended the regional qualifiers and championship. The competition’s website saw more than 12,000 visitors. Media impressions increased 37 percent to 160 million with 140 media placements. Stories ran in national outlets, including CNN, The New York Times and USA Today. And targeted outreach yielded coverage in focused outlets including Ebony, hiphollywood.com, Jet, The Los Angeles Sentinel and rollingout.com.

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