NBA HALL-OF-FAMER, DOMINIQUE WILKINS

CHALLENGE

• Gain exposure for Kellogg’s SLAM DUNK winning new snacks at the National Association of Convenient Stores (NACA) annual meeting in Atlanta, the global trade association dedicated to advancing convenience and fuel retailing and a trusted adviser to retailer and supplier members from more than 50 countries

STRATEGY

• Reilly tapped NBA Hall of Famer Dominique Wilkins selected to play in the NBA All-Star Game for nine consecutive seasons and winner of the notoriously competitive NBA Slam Dunk Contest. Wilkins is twice known as “Human Highlight Film” for his highlight-worthy dunks, and one of the most respected players to compete in the NBA.

• Reilly worked with Dominique on a social media pre-promotion push and an on-site appearance with the infamous SNAP, CRACKLE AND POP characters

RESULTS

• Supported the promotional launch of DUNK’D, a new Rice Crispies format via production of video social media content with Dominique dunking a basket from his home court in Atlanta

• Rallied on-site influencers to push out social media posts at NACs featuring Dominique and the Kellogg’s characters creating lots of buzz surrounding Kellogg’s new product offering

• Engaged thousand in advance and on-site at NACs