Sprite Step Off

We helped Sprite drive deep social engagement and authenticity in a truly unforgettable way.

Objective

Lead the digital promotion campaign and contest support for the exciting and historical step competition, Sprite Step Off.

Approach

With a $1.5 million prize pool and nationally televised content, we set out to display the spirit of stepping with full motion video, exciting trailers, and information on how to get the word out on the 30-tournament events sprawling six regions. The site gave a behind-the-scenes look into the competition and provided more than enough content to get everyone excited for the national final, held in Atlanta, Georgia in January 2010. After the promotion phase, we helped Sprite connect with competitors and audience members online and in social media by evolving the site into a Sprite Step Off content portal. Finally, we went behind-the-scenes and created a series of web videos that helped shed light on the significance, passion, and dedication that exist in the stepping culture.

Results

The Sprite Step Off program proved highly successful for the brand in authentically connecting with the multi-cultural market. The website acted as a pivotal tool that allowed the initiative to be successful.