| Title | ALL STAR WEEKEND - GAME CHANGER DIGITAL |
| Brand | ADIDAS INTERNATIONAL |
| Product / Service | SPORTSWEAR- BASKETBALL |
| Category | C01. Viral & Email Marketing |
| Entrant | 180 AMSTERDAM, THE NETHERLANDS |
| Entrant Company: | 180 AMSTERDAM, THE NETHERLANDS |
| Advertising/Web Design Agency: | 180 AMSTERDAM, THE NETHERLANDS |
Credits | |
| Name | Company | Position |
|---|---|---|
| Matthew Atkatz | 180 Amsterdam | Executive Creative Director |
| Dan Brooks | 180 Amsterdam | Art Director |
| Ian Bauer | 180 Amsterdam | Technical art director |
| Stacey Lee | 180 Amsterdam | Copywriter |
| Diogo Tovar, Tiago Varandas | 180 Amsterdam | Designers |
| Thijs Vrij | 180 Amsterdam | Digital Producer |
| Arnaud Ronquillo | 180 Amsterdam | Digital project Manager/ producer |
| Peter Bassett | 180 Amsterdam | Digital Producer |
| Andrew Scanlon | 180 Amsterdam | Technology Director |
| Ezra Scherpenzeel | 180 Amsterdam | Developer |
| Thomas Johnson | 180 Amsterdam | Release Engineer |
| Lydia Daly | 180 Amsterdam | Digital Planner |
| William Gelner | 180 LA | Executive Creative Director |
| Gavin Milner, Grant Holland | 180 LA | Creative Directors |
| Peter Cline | 180 LA | Head of Production/Managing Partner |
| David Emery | 180 LA | Senior Producer |
| Eric Helin, Tom Hamling | 180 LA | Copywriter |
| Erwin Federizo | 180 LA | Art Director |
The viewer can help NBA All-Star Dwight Howard get Stronger, Lighter and Faster for All-Star Weekend 2010. Adidas innovated the YouTube player with new video functionality so fans could engage with never before seen video of Dwight in a truly interactive way. In one film they could control his vertical via a video based gaming experience, or watch him attack the rim from multiple angles by toggling the arrow keys as the video played. To reward fans for sharing the videos, a unique player bar was developed to unlock more Dwight video content based upon view count.