The Partnership leveraged organic and paid social placements on Twitter to drive users first to tweet with the hashtag #DunksOnYou, then to further engage with the campaign on a microsite where they could keep track of the score, watch Zeigler and Davis’s animated selves get totally dunked—and, most importantly, learn more about the benefits of milk. Bringing this vibrant, colorful world to life didn’t come without challenges, however. The night before the campaign was set to launch, Zeigler suffered a torn ACL, tragically cutting his season short. The Partnership and our partners acted quickly to devise a new strategic direction for the campaign and create content that would reflect respectfully on Zeigler’s injury and encourage users to support Zeigler through friendly, off-the-court competition.