Branding |  SaaS Marketing  |  Product Positioning

A partnership between Carmex and LeBron James was a match made in heaven. He famously used the iconic yellow-jarred lip balm as part of his pre-game ritual, and Carmex jumped at the opportunity to forge a partnership that would allow them to tap into his mammoth fan base. 

 

What resulted was a promotional sweepstakes promised to fly sweepstakes winner Mike Drysch to Miami for a long weekend and a chance to take a half-court shot for $75,000 during a break in the Miami Heat – Detroit Pistons basketball game. When Mike made the basketball shot heard around the world, no one was more surprised than him—except maybe the client. 

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The NBA's official video of Mike Drysch sinking his half-court shot, followed by LeBron's on-air bear hug, has received more than 43 million views to date.

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