An example of a highly successful viral, the Pepsi MAX video centering around Uncle Drew currently has over 11 million hits on
YouTube. In it, viewers see what appears to be an old man who, in a spontaneous game of hoops, astounds both fellow players
and spectators with some skillful moves.

Will McGinness: “Pepsi MAX went to a pick-up game in Bloomfield, NJ, pretending to shoot a documentary on a
basketball player named ‘Kevin.’ Cavaliers’ rookie Kyrie Irving shows up disguised as Kevin’s elderly Uncle Drew.
Uncle Drew gets involved in the pick-up game, unleashing his skills while remaining in character. With more
than eleven million YouTube views, this is a great example of a stunt that turns into entertaining online content,
surprising and delighting everyone who watches.”