Mtn Dew Kickstart has signed actor and comedian Kevin Hart for a year-long brand rep deal.
The deal includes a tie-in with Hart’s comedy tour, as well as a marketing campaign spanning television, digital, social media and events.
It’s launching with a social contest in which the winner (and a friend) will get to attend this year’s NBA playoffs and sit courtside with Hart.
Fans can enter through March 19, by posting on Kickstart’s Twitter, Instagram or Facebook pages about why they would make the perfect “CourtSidekick” for Hart, using the tag #CourtSidekickContest. Hart and Dew judges will pick five finalists, and fans will then vote for the winner.
Hart announced the contest during a Kickstart-sponsored pop-up experience held at the NBA All-Star events last weekend. Called “Courtside Studios,” the experience included a live stage show hosted by Hart, SafeWord’s host Terrence J and comedian King Bach, featuring appearances and interviews with NBA players who are Dew brand reps, including Russell Westbrook, Kyrie Irving, Bradley Beal, Kyle Kuzma, and Dennis Smith Jr.
The contest is also being supported by a video series featuring Hart. The first video (below) offers humorously presented “courtside do’s and don’ts.”
Hart also attended and shared content during the Mtn Dew Kickstart Rising Stars game on February 16.