Agency: George P. Johnson
Client: The Coca-Cola Company
Recently, Sprite was looking to more deeply engage the multicultural segment of its target audience of undergraduate college-age consumers. Sprite developed the idea of sponsoring and hosting a multi-cultural ‘step’ dance competition open to step troupes from college campuses across the nation.
With a $1.5 million prize pool and nationally televised content, the contest would display the spirit of stepping as well as provide a behind the scenes look into the stepping competition itself. Videos, outtakes and other social aspects were woven throughout the competition’s website.
Launching the site brought up a three-minute video featuring step teams and information about the competition. The website invited visitors to learn more about the events, the art form and lifestyle of stepping, eligibility requirements and event locations.
Online, teams could register to compete in a specific event and fans could stay connected with their favorite teams. As competitions took place, updates were posted and photos and videos were shared. A ‘Competitors’ section highlighted each team still in the running; the last 14 teams left standing were given their own page with editable bio and blog sections.
To drive traffic to the site and the competitions, a multi-media campaign was implemented, including radio, social media and onsite collateral.
The site received more than 2.2 million page views and over 600,000 visitors. Each visit averaged more than 5 minutes. In total, more than 80 teams competed in 22 events across the U.S. A majority of the semi-final regional events, as well as the final competition, completely sold out.
