Uncle Drew is coming back! Cleveland Cavaliers guard Kyrie Irving has signed on to make more “Uncle Drew” sponsored webisodes. Pepsi originally signed Irving to a local market deal but, since the “Uncle Drew” campagin took off and the webisodes received 50 million YouTube views, they decided they wanted to continue the campaign.
“The success of ‘Uncle Drew’ changed the way all of us at Pepsi now think of digital marketing,” said Adam Harter, vice president of consumer engagement at the company. “It comes at a time where advertising is going from the interruptive model of trying to get your attention while you are watching something that you want to watch to a model that is more inviting, where people actually want to watch the engaging content that you produce.”
Source: ESPN