To celebrate Shaquille O’Neal’s new life with the Cleveland Cavaliers, CytoSport developed a partnership between the basketball star and its Muscle Milk protein-enhanced beverage brand. 

To celebrate Shaquille O’Neal’s new life with the Cleveland Cavaliers, CytoSport developed a partnership between the basketball star and its Muscle Milk protein-enhanced beverage brand. The promotion included a limited-edition bottle, available exclusively in O’Neal’s new home state of Ohio (of course, this was all before Shaq joined Boston, the announcement breaking as we went to press).

In addition to a graphic redesign, the 14oz bottles received an augmented reality element: an “AR” marker on the back label directed users to a website where, after holding their bottle to a webcam, they could watch as “Shaq” expressed his newfound love for Cleveland. Five randomly generated animations had him talking about local icons like The Rock & Roll Hall of Fame, The Key Tower, Lake Erie, Cedar Point and Interstate 90.

The Bottom Line: The limited-edition bottle resulted in up to a 50 percent increase in sales of the chocolate Muscle Milk sku in Ohio with key retail partners during the January 1, 2010 through May 31, 2010 promotion.The special packaging was supported by in-store point of sale, out of home advertising and radio in six Ohio markets. (Package design: Pereira & O’Dell, www.pereiraodell.com;  Augmented reality: Zugara, www.zugara.com)