Sprite Launches Search for LeBron James' Theme Song at LeBron23-23.com

Sprite Launches Search for LeBron James' Theme Song at LeBron23-23.com

Sprite Drinkers Can Mix Individualized Tracks For LeBron's New Sprite "subLYMONal" TV Ad And Theme Song

LeBron's Take On Sprite's "subLYMONal" Advertising To Be Featured In New Television Ad Campaign, Unveiled During NBA All-Star 2007

ATLANTA, Jan. 5 /PRNewswire/ -- Think you've got what it takes to mix the winning music and beats to match LeBron James' distinct take on Sprite's subLYMONal ad campaign? Starting this week at www.LeBron23-23.com, one musically astute Sprite drinker will win the chance to do just that as part of Sprite's nationwide search for LeBron's theme song.

"The subLYMONal campaign has given Sprite an arresting, direct way to speak to people and cut through the monotony of ordinary advertising," said Scott Hargrove, Brand Director, Sprite, Coca-Cola North America. "In 2007, we are taking it to the next level with new advertising and a one-of-a-kind promotion. In his latest Sprite ad, 'subLYMONal at Home,' LeBron shows us his unique take on subLYMONal. Sprite drinkers will be able to put their own musical stamp on the campaign and help create an exclusive theme song for LeBron by taking part in the new LeBron23-23 promotion."

The LeBron23-23 promotion will unfold over several phases. From January 1 through 22, consumers can enter codes found under the caps of specially marked 20-oz bottles of Sprite and Sprite Zero at LeBron23-23.com for the opportunity to create their own mix, which could become the score for LeBron's theme song.

Tracks will be posted at LeBron23-23.com so that visitors to the site can vote on their favorites. Participants who embed their tracks onto customized Sprite Lymon digital "widgets" can also promote them on community networking sites and invite their friends to vote for them. During the voting period, a selection of the submitted tracks, as well as video clips of LeBron in action and subLYMONal images will be posted at NBA.com/2323. Fans will be able to choose their favorite video clips and music mixes and combine them to create their own customized music videos that can be shared digitally with friends.

When the submission and preliminary voting period ends, an expert panel will review the top 100 vote-getters and select the 23 best tracks. Then the contest judges, including LeBron and hip hop artists Paul Wall and Al Fatz, will choose their three favorite submissions to become finalists for the commercial track. The overall winner -- whose track will be chosen by consumer voting -- will have the once-in-a-lifetime opportunity to join Paul Wall and Al Fatz in-studio as they fine-tune the music that will become LeBron's theme song.

"To have a theme song created by the fans of Sprite and the NBA is a real honor. The online world offers so many new and exciting ways for all of us to communicate and express ourselves," said LeBron James. "LeBron 23-23.com will produce some great tracks and I am really looking forward to listening to and judging the best songs."

During NBA All Star 2007 in Las Vegas, LeBron and Sprite will host an exclusive event at the Bellagio Hotel to unveil the new ad, announce the three finalists and debut their soundtracks for the ad. On February 17, three different versions of LeBron's new ad, "subLYMONal at Home," each showcasing one of the finalist tracks, will debut on All-Star 2007 television programming. Viewers will be prompted to vote on their favorite track via text message or online at LeBron23-23.com between February 17 and March 2.

In "subLYMONal at Home," LeBron demonstrates his take on the ultimate subLYMONal experience. He and several buddies engage in a stylized game of "Lymon Ball" to refresh taste buds with thirst-quenching lymon pellets. Like previous subLYMONal ads, the ad uses distinctive lemon and lime imagery to reinforce the undeniable refreshment of Lymon. The new ad was created by Crispin Porter + Bogusky of Miami.

During the promotion, Sprite drinkers who enter codes at LeBron23-23.com will have a chance to claim one of 23 prizes that will be awarded every hour. Among the instant-win prizes are signed LeBron jerseys, video iPods, noise canceling headphones and portable AM/FM stereo/CD player units.

The LeBron23-23 promotion will be supported through an extensive marketing campaign which will feature television, radio and digital advertising, media merchandising programs in 19 key markets, viral digital content seeding and distribution to key influencers of limited-edition LeBron/subLYMONal Nike sneakers.

About The Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of the world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.3 billion servings each day.

For more information about The Coca-Cola Company, please visit our website at www.thecoca-colacompany.com.

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Source: The Coca-Cola Company

CONTACT: Scott Williamson of The Coca-Cola Company, +1-404-676-3288

Web site: http://www.thecoca-colacompany.com/
http://www.lebron23-23.com/

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