For Immediate Release
Courtesy: MELT PR (404-812-1957)
March 6th, 2012


ATLANTA, Ga.—– Atlanta based MELT (Marketing Entertainment Lifestyle and Trends,, a fully integrated sports and entertainment marketing agency, is proud to have helped produce an NCAA March Madness partnership with POWERADE and 7-Eleven.

MELT helped develop and produce four Miracle Match-up Big Gulp Cups along with POWERADE and 7-Eleven, each of which features a unique and memorable player from NCAA Men’s Basketball Tournament history. A custom Quick Response (QR) code on each Big Gulp cup links to a mobile POWERADE website where CBS Sports Analyst Greg Anthony hosts a brief video on that cup’s featured big play.

“MELT is so proud to work with POWERADE and 7-Eleven on this innovative March Madness program”, said MELT CEO Vince Thompson. “Leveraging new media to create digital extensions for brands in the collegiate space has become a specialty for our agency, and the credibility of Greg Anthony really makes this a slam dunk initiative for all involved.”

Mountain Berry Blast, flavored by POWERADE, on both Slurpee frozen carbonated beverage and Big Gulp fountain machines, serves as a special flavor for the four unique cups. This is the first time a POWERADE flavor has been developed for a 7-Eleven frozen carbonated beverage.

Each of the four collectible Miracle Match-up Big Gulp cups features a stand-out former NCAA basketball student-athlete during a game-changing play. Team players featured are Taliek Brown, who in 2004 led the Connecticut Huskies to an upset of number one seeded Duke in the NCAA Men’s Basketball National Semifinals; Lorenzo Charles, who famously led the 1983 North Carolina State Wolfpack to their second NCAA Men’s National Championship with a game-winning dunk, North Carolina State Wolfpack; Jon Bryant, sharpshooter for the 2000 University of Wisconsin Badgers, who tied a NCAA Men’s Basketball Tournament record with seven three-pointers in the first round; and Tony Skinn, who powered the 2006 11th seeded George Mason Patriots to a shocking Men’s Final Four birth.

“MELT has been part of the “madness”, working with the Coca-Cola Company on the NCAA Final Four for the past decade,” said Thompson. “We are honored to work on behalf of the Coca-Cola Company on the largest event in collegiate athletics once again.”

About MELT

MELT LLC is an Atlanta-based integrated marketing firm focusing on sports and entertainment, particularly in the professional, collegiate, entertainment and racing arenas. MELT’s award winning work has won acclaim such as Adweek’s Buzz Marketer of the Year, Event Marketer Ex-Awards and “It” List, MARCOM Gold Award, and Best in Atlanta, among others. MELT is currently working on its 10th NCAA Men’s Final Four for the Coca-Cola Company this year in New Orleans; its fourth season of Full Throttle NHRA Racing; Kia Motors of America State Farm; Gulf Shores/Orange Beach Tourism, Taco Mac, Hangout Music Fest, and many others.