It’s a good thing @oanunoby couldn’t hit a shot. Every miss made @essentiawater’s activation better. For one of the first major activations of its new partnership with OG, Essentia brought his iconic NBA Finals tip-in to Times Square, challenging players from New York streetball program Gersh Park to replicate it. The more they struggled, the more impressive OG’s original play looked. And every failed attempt reinforced the performance Essentia wants associated with its “Change the Equation” platform. The timing helps too. The @nyknicks are still celebrating their first NBA championship since 1973, and a new season hasn’t introduced losses, injuries or new storylines yet. Essentia found a smart way to make the most of the championship glow while it’s still fresh. #sportsmarketing #sportsbusiness #contentstrategy #athletepartnerships #NBA