Brisk and 7-Eleven teamed up this summer for the dunking competition series City Slam, a sporting event platform designed to promote a limited-edition beverage flavor and reach a decidedly multicultural millennial male audience. The flavor, Brisk Half & Half Blueberry Lemonade, is available exclusively at 7,600 7-Eleven locations in the U.S. through Sept. 2.
The three free events, which attracted about 500 attendees each, took place in Chicago on July 12, Washington, D.C., on July 26 and Los Angeles on Aug. 9. Taped and later aired on ESPN and ESPN2, each competition featured one local dunker, one international dunker and two additional contestants—all competing for a $10,000 prize. Celebrity judges presided courtside and included personalities like Chicago Bulls guard Jimmy Butler. In addition, Brisk activated sampling of one-liter bottles of Half & Half Blueberry Lemonade at 7-Elevens in all three markets.
City Slam ran in conjunction with Brisk’s other lifestyle crossover series, Brisk Bodega, a six-city party tour where consumers RSVP at no cost to attend and experience local djs, artists and neighborhood-inspired Brisk cocktail recipes.
“Obviously we think basketball is a tremendous sports platform, but for us, City Slam is more like a cultural or neighborhood event,” says Eric Whitehouse, brand director at Brisk, a PepsiCo brand. “The basketball court is just a natural fit for the Brisk brand; it’s where everybody gathers, much like the bodega concept, where everybody goes to get their refreshment, news, entertainment and hang out and be with their friends.” Agency: Intersport, Chicago.