Dunk Challenge

The British Basketball League asked Sidekick, Allison Worldwide's sports and entertainment arm, to put the league on the map, add value for partners, generate hype, earn media attention and drive ticket sales for the finals at The O2. The core insight was that the finals venue itself could carry the story: staging a dunk contest somewhere no one had seen one before would produce content striking enough to travel well beyond the league's existing fanbase.

The agency created what it describes as a world first, an exclusive half-court dunk challenge on top of The O2. Blake "The Showman" Bowman was challenged to a dunk contest on the roof, whose 360 views gave the footage an unmistakable backdrop. With space at the top of the building limited, filming was handled by a small 3-person rooftop crew of Self Shooting Producers, supported by dramatic shots from a drone team. Sidekick also brought together a group of sports and lifestyle influencers to push the content's reach further across their own channels.

The structure paired an unrepeatable location with a named performer and an influencer distribution layer, and it tied the attention play directly to the venue hosting the finals the campaign was meant to sell. The agency reports 650k+ views on YouTube for the resulting content. All information comes from the agency's own case page, which reports that single YouTube figure but no launch date, no list of the influencers involved, and no media coverage or ticket sales data.