Fan Faceoff
- Brand
- Sprite
- Year
- 2010
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Juxt Interactive
Objective
Sprite, the title sponsor of the NBA All-Star Slam Dunk Contest, wanted its own interactive touchpoint with fans during the 2010 All-Star Weekend rather than just a logo on the broadcast. The brief also had to work without any shoot: since the contest's dunkers weren't announced until days before launch, the game had to be built to drop in the real finalists at the last minute.
Solution
On a dedicated section of NBA.com, the player first builds a fan avatar, cycling through body parts and appearance options with hundreds of thousands of possible combinations, each riffing on a different basketball-fan type. Next they pick one of the real Sprite Slam Dunk Contest finalists to root for, then play a quick rhythm-based arcade game, tapping in time to cheer their dunker on. The session ends with a payoff outside the browser: the finished avatar can be printed as a flat template and folded and glued into a paper figure to keep.
- 1
The player lands on nba.com/dunk_fanfaceoff/, a standalone section of NBA.com promoting the Sprite Slam Dunk contest at the 2010 NBA All-Star Weekend, inviting them to step inside the contest and cheer for their favorite dunker.
- 2
The player builds a personal fan avatar in a character creator, mixing and matching interchangeable body parts and appearance options drawn from a set of basketball-fan types, with combinations numbering in the hundreds of thousands.
- 3
The player picks which real 2010 Slam Dunk contest finalist to root for, choosing among the actual competitors added to the game shortly before launch.
- 4
The core game is a fast, rhythm-based arcade challenge in which the player's custom fan cheers on the chosen dunker by hitting the beat.
- 5
Afterward, the player can print their avatar as a papercraft template, cutting and folding it into a physical paper figurine of their fan character.
