Sprite Step Off – Behind the Scenes

Sometimes product launches are “relaunches” of an old product.  Worst case, a company pulls something old off the shelf, buffs it up, slaps a “new” label on it, and makes it available for sale.  Bam…launch done.

But not in today’s story…today’s story is about a launch of a different kind.  This is about the launch of something that has never been done before…ever.  As a matter of fact, this isn’t just the launch of a product, it is a launch of an entire program.

This is my product launch management story about what I learned from the biggest launch of my career (so far).  Its a reminder of how important it is to manage the process of a new product launch from beginning to end.

The program’s name is the Sprite Step Off.  I was a part its 2009 execution with the final event in February 2010.  It was a nationwide step show tournament that brought attention to the tradition and pageantry of collegiate Greek organizations across the United States.  Yes, there are some very popular regional step shows, but none have ever tried to do what Sprite has done on a national level.  Here is an example of some of the program’s successes:

• Executed 22 different events across the country, tournament style.  Which means many of these events happened in multiple cities….at the same time.
• Earned television rights with MTV2 in its first year.
• Offered $1.5 million in scholarships to advancing teams.
• Contributed 1.5 million hours of community service as a partnership with Serve.gov, Ronald McDonald House Charities and the Boys and Girls Clubs of America

This incredibly ambitious program saw the cooperation of two of the biggest marketing brands known to man, Coca-Cola and McDonald’s.  The number of marketing agencies in the mix was staggering, the number of details enormous.

The team you see above had the pleasure of being the “glue” of that held it all together.  From left to right they are Julie Haferkamp, Geno Walker, Nick Kusiak, Adrienne McGee, Alzay Calhoun, and Elon Lindsay.

What was our job?  We were responsible for the successful launch of this program, which included 22 separate events.

• We secured each event location. We were challenged to sell the Sprite Step Off (that didn’t exist yet) to some of the nation’s most prestigious colleges and universities.  We asked their permission to hold this (never before seen) event on their campus and trust that we will execute it well.
• We ran each event. With the planning complete, we now had to make good on our promises.  We were on-site to set up the events up and break the events down.  We did everything from settle contract issues to move trash cans.  We made sure the events were safe, professional, and family friendly.
• We did everything in-between. We kept track of the advancing step teams.  We helped craft the official rules of the competition.  We created guerrilla marketing campaigns in local markets.  We even filled in for entertainment when our talent or MC went missing.

When the Sprite brand needed to know what was happening day to day with the program we were the first line of defense…our phones rang often.

So what did I learn from launching a program of this magnitude?

• Things change…goals don’t. With the number of stakeholders involved in this program it is inevitable that plans change. I learned that the most important part of your plan is the goal you set.  Our goal was to execute a program that included passionate step competitions, a legitimate service platform, and excellent live entertainment.  We didn’t always know how our goal was going to come to life but we knew it would.  As “things” changed on a regular basis we made sure that the that goal of our program was never compromised.
• Teamwork matters…more than you know. We weren’t a team because we were hired to be one.  We were a team because we wanted to be one.  We believed in the program and wanted to work together to bring it to life.  We argued (loudly) and we disagreed (fiercely), but that never challenged our respect for each other.  Our respect and belief in each other allowed us to do the work of a team twice our size.
• Panic spreads…but not if you stop it. There were so many situations where it looked like the sky was falling and the entire program was in danger.  Still, we didn’t have the luxury of panicking because so many people counted on us for information.  Each and every time we found a way.  It is amazing what happens when you take a deep breath and allow yourself to find an answer.

As you plan your next launch, remember the importance of managing the product launch process.  The more elements you add, the more difficult it is to keep track and ensure execution.  Depending on the size and scale of your launch, there could be 1,000,000 things that arise to distract and disrupt your product launch plan.  Still, this story is a reminder of the great things that can happen when you put the right people and procedures in place.