Leveraging its relationship with the NBA, Sprite tasked us to develop an online music mixer that allowed visitors to create a theme song for LeBron James. Contestants downloaded cap codes to obtain the widget that served as a means to mix and stream music entries housed on www.lebron23-23.com. Mixes could also live on contestants’ profile pages on online social networking sites.

The site had an average interaction time of 7:24. More than 2,500 tracks were submitted.