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May 01 2012

Tip-Off! SapientNitro and LeBron James Debut New


New Provides Fans with a Unique Forum for Connection and Engagement

SapientNitro and LeBron James Launch LeBronJames.comBOSTON – May 2, 2012 – In time for the start of the 2012 NBA playoffs, SapientNitro, part of Sapient (NASDAQ: SAPE), and LeBron James teamed up to craft a new kind of fan experience with the re-launch

Unlike most celebrity websites, which are often static sites all about the public figure, James decided to turn the concept of his site upside down by making it about his fans – where fans are the “stars” and main content contributors.

Enter the new, a place for the voice of LeBron fans around the world. Easy, personal, and transparent, the new empowers fans to provide the site content and rewards them for participation. SapientNitro brought the strategy to life through a digital hub that integrates all of the NBA star’s digital properties (Facebook, Twitter, YouTube). The result is one slam-dunk social experience, where anyone can post or comment with text, images or videos.

Using a unique “shout and echo” strategy, LeBron’s team sparks lightning rod posts (“shouts”) that prompt fans to respond (“echos”) – whether tweeted, posted, or entered directly on the site. From the echos, the site content is developed and integrated to keep it fresh and relevant. To encourage user contributions, SapientNitro conceived incentive systems:

• The most active or most popular contributors are highlighted on a “scoreboard” and may be eligible for rewards in various forms

• Polls prompt readers to choose one option from a list of possible answers to questions posed by LeBron’s team

• Fans will earn badges for their level of participation and the number of people who like their response (coming soon)

Deeper into the site, LeBron also tees up discussions on topics he’s passionate about ranging from fashion, food, community giving, or family. The re-launch is stage one in the evolution of the site and the harbinger of new digital strategies to come.

“Before” and “after” shots are available upon request.

About SapientNitro
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Chrysler, Citi, The Coca-Cola Company, Singapore Airlines, Target and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

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Sapient is a registered service mark of Sapient Corporation.

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