Sprint developed a social sweepstakes in order to drive registration. Kevin Durant was utilized as a source of engagement as well as the Grand Prize. This project required a thoughtful, strategic approach; from concept to execution to approval from the superstar's representatives.
Do The Durant:
One way to earn sweepstakes entries was by submitting a photo of yourself doing your best impression of Kevin Durant. Hundreds of new entries arrived every day.
All aspects of the sweepstakes were mobile-friendly.
Kevin Durant was an active participant in 10 sponsored tweets. Note the huge response from his followers.