Beverage News
Marketing: Lime-A-Rita Partners with the Atlanta Hawks
Today, Lime-A-Rita announced a regional partnership with the National Basketball Association (NBA) to feature unique in-arena experiences for fans and an exclusive fashion collaboration with the Atlanta Hawks. The brand has teamed up with NBA celebrity stylist and designer Megan Ann Wilson to produce the “shegotgame” collection, a female athleisure clothing line inspired by the Atlanta Hawks and Lime-A-Rita’s portfolio of bold flavors, and will include leggings, bodysuits, bomber jackets and sports bras.
The “shegotgame” collection is part of the debut of “THIS IS MY JAM” – Lime-A-Rita’s new multi-media activation designed to engage female NBA fans by celebrating their passion for sports and fashion.
The collection will be unveiled at the Hawks’ home game against the New Orleans Pelicans on Tuesday, Nov. 22. The pieces will be introduced in a pop-up shop on the concourse and available for purchase that night and at select home games throughout the season.
“THIS IS MY JAM” gives us the opportunity to tap into two major female passion points: sports and fashion,” said Selena Kalvaria, senior brand manager for Lime-A-Rita.
“We can’t wait for Atlanta Hawks fans to see what we’ve been working on with Megan Ann Wilson and to experience game night in a new way with Lime-A-Rita this year.”
To bring female fans closer to the sport they love, Lime-A-Rita’s “THIS IS MY JAM” campaign aims to create meaningful connections between women and their favorite team through giveaways and one-of-a-kind experiences in the arena that will encourage fans to interact with Lime-A-Rita, and each other, in real time and through social sharing.
This season, fans can look forward to a “THIS IS MY JAM” GIF booth on-site at Philips Arena, featuring a kaleidoscope backdrop for fans to capture their experience and share on social with the hashtag #MyJam.
“The Atlanta Hawks are excited to partner with Lime-A-Rita in introducing the “shegotgame™” collection. We think it aligns perfectly with how we approach creating unique game experiences and touch points that are reflective of our fans,” said Pete Thuresson, senior vice president of corporate partnerships for the Atlanta Hawks and Philips Arena. “Collaborations like ‘THIS IS MY JAM’ help us to provide more customized and authentic audience engagement that extends from game night to well outside of the arena.”
At select retail locations throughout the NBA season, Lime-A-Rita will be offering an in-store sweepstakes giving consumers the chance to win tickets to select NBA games and a grand prize giveaway of a trip to the NBA All Star Game in New Orleans on Sunday, Feb. 22. The sweepstakes will be open to consumers 21 years of age or older at the time of entry.
For more information on Lime-A-Rita and Lime-A-Rita Splash, visit www.limearita.com or follow the “THIS IS MY JAM” conversation on social media with #MyJam.
Source: Anheuser-Busch
