Website Excellence: Sports: Turner Sports; Sprite, "Slam Dunk Showdown"
Sprite, "Slam Dunk Showdown"
What stands out in retrospect is a dominant image of LeBron James in a Cleveland uniform. Some of his jerseys have been torched since he shifted teams. But back then on NBA.com, he looked omnipotent and regal - which only added to the appeal of this All-Star promotion. The "Sprite Slam Dunk Showdown" shined with a terrific concept for grassroots marketing and neat execution on the nba site. Holding local slam-dunk contests for amateurs - who are sure the nba overlooked them - generated local interest. NBA.com extended it nationally, with videos from the tryouts and a chance to vote for the best. And to borrow from a competitor's ads, the creative on nba.com on both a microsite and promotional banners was crisp and clean.