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LeBron Gets Comic
By The Editor
June 23, 2006 - 21:13
“King James”
gives loyal fans the royal treatment with launch of POWERade Athletic Club
Exclusive LeBron James comics, mini-movies, custom gear and once-in-a-lifetime
experiences headline Web-based loyalty club at www.us.powerade.com
LeBron James’
recent on-the-court performance may make him seem like a superhero, but he’s
taking his exploits to the next level away from the game — trading his sneakers
for super powers to star as “King James” in a fresh series of animated
adventures created by POWERade and DC Comics.
The “King James”
storyline progresses in the form of online comics and mini-movies — many
featuring authentic voiceovers by LeBron — with original artwork from the
world-famous art team at DC Comics to create a dramatic, serialized tale.
“I’ve always
been a big fan of cartoons and comics, so seeing the ‘King James’ character
battling fictional foes in an animated series is very cool,” said LeBron
James. “After reviewing the artwork and
recording the voiceovers, it was awesome to see the story come to life.”
The entire
series of “King James” comics — including issues one and two of the new “23”
story — can be viewed online at www.us.powerade.com. In addition, exclusive “King James”
mini-movies are available as premium content to members of the newly launched
POWERade Athletic Club, featuring extra chapters that take place between scenes
of the comic. POWERade and DC Comics
first created LeBron’s superhero persona in 2004 with a print edition of the
KING JAMES comic book, which drew an overwhelmingly positive response from
fans.
LeBron’s
point-scoring prowess jumps off the basketball court and lands online with the
debut of the Web-based POWERade Athletic Club at www.us.powerade.com. LeBron serves as the centerpiece for the
unique loyalty program — inviting fans to join the club, collect codes from specially
marked POWERade products and customize their membership rewards by redeeming
POWERade Athletic Club points for a variety of premium prizes, including
exclusive “King James” entertainment content, custom gear, autographed
collectibles, video games and much more.
The perks of the
POWERade Athletic Club have the sports fan and gamer in mind, including:
- “Meet the King” Promotion — The
POWERade “Meet the King” Sweepstakes will reward one grand-prize winner
with a once-in-a-lifetime trip to New York City to meet LeBron and tour DC
Comics — home to the World’s Greatest Super Heroes™. Club members can register online through
June 30. In addition, at least 23
instant-win prizes will be awarded every day through June 30, including
“King James” autographed basketball jerseys, original “King James” comic
artwork from DC Comics, basketball hoops, athletic gear, comic books and
more.
- Redeemable Rewards: Through December
2006, members can redeem POWERade Athletic Club points they’ve accrued to
earn cool gear and experiences in a number of categories, such as:
- “King James” — Original “King James”
comic artwork from DC Comics, life-size “King James” standees, mini-movie
posters, collectors-edition bound comics, etc.
- Sports Collectibles — Authentic game
jerseys autographed by NBA stars, signed Tony Stewart life-size standees,
replica McDonald’s All-American jerseys, posters signed by NHRA drivers,
etc.
- Gaming — Tony Hawk American Wasteland™ and NHRA Championship Drag Racing™ console
games
- Athletic Gear — Salomon® snowboards,
skis, wearables and backpacks, adidas® basketballs, soccer balls,
sunglasses, athletic gear, training watches etc.
- National Hot Rod Association (NHRA)
— Exclusive podcasts and race tickets
- Digital Downloads — Mobliss®
ringtones and wallpapers
- Games — “Freestyle Free Throw,” a
flash-animated online game, allows players to pile up scores by shooting
free throws as “King James” amid a variety of flying objects that can
block their shots. The goal is to
accumulate 23 points in 45 seconds to move on to the next level, with each
round becoming more challenging than the last.
Consumers age 13
and older can join the POWERade Athletic Club with just a few clicks and the
selection of a unique username and password.
Scoring redeemable club points is easy — caps of specially marked 20 oz.
bottles of POWERade and POWERade OPTION and 16 oz. bottles of ADVANCE by
POWERade carry a code, which can be credited to a club account by entering the
code directly on the Web site or sending a text message to “PWRAD” (79723). For as few as five caps, consumers can log on
to the site to claim a prize of their choice.
“The world of
sports is changing around us — consumers participate in a variety of sports in
a variety of ways, all driven by their passion for the game. This insight fueled our decision to build the
POWERade Athletic Club — a unique loyalty program that defies convention,” said
Racquel Mason, director of marketing for sports and energy drinks, Coca-Cola
North America. “We’ve assembled a diverse
set of consumer rewards that will appeal to any sports enthusiast — from
autographed collectibles and custom gear to event tickets and exclusive
entertainment content starring LeBron James.”
LeBron James
notches yet another first as the POWERade Athletic Club marks the first time
that an athlete’s likeness has appeared on bottles of the top-selling POWERade
flavors in the U.S. — Mountain Blast, Fruit Punch, Orange, Lemon Lime and
Grape. Additional marketing support will
include in-store point-of-sale, print and digital advertising, and event
activation.
Last Updated: August 31, 2023 - 08:12