Bolin Marketing for Carmex

Half-Court Hero

Looking to leverage LeBron James’ highly visible use of Carmex in his pre-game routine, Bolin secured a partnership with and Carmex. As part of the promotion, Bolin was able to fly our 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. As Mike took the floor and grabbed the basketball, little did we know what would come next: the basketball shot heard around the world and the most viewed video on EVER! With appearances the following day on all the major morning shows, the resulting media coverage and video views resulted in over 50 million impressions. The video itself has been ranked as one of the top sports videos of all time.

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