Fam Zone
Sprite created an exclusive pre-game activation held at MLSE’s e11even restaurant and lounge, connecting 50 fans with Toronto artists in the Sprite FAM Zone. Raptors fans were invited to attend three separate home game events featuring local Toronto artists as they showcased their craft before watching the game from their Sprite FAM seats located in the 300-level. Social media amplification and wild postings were used to promote the contest, giving winners access to the FAM Zone.
THE PROBLEM
Sprite needed to revitalize their brand in the eyes of Gen Zs in Toronto and tap into the cultural fabric of our city.
THE ASK
Re-establish Sprite as a culturally relevant and 'cool' brand among the Toronto Raptors fan base through events, media, and immersive experiences.
CREATIVE INSIGHT
The iconic Sprite FAN zone is well known by Raptors fans of the past, but what if we recreated it for the present to connect with younger audiences?
THE IDEA
FAM Zone – Fashion, Art, and Music (FAM) was used to show that Sprite is the catalyst for dreaming big. Before tip-off, 50 fans were invited to an exclusive pre-game experience featuring artists, fashion designers, and musicians who represented Toronto culture in a dedicated space.
The
Results
THE Results
This is the power
of partnerships
