ON THE WEB: Beats, Rhymes and Sprite

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Sprite - 'LeBron'
Sprite - 'LeBron'
To the altar of the consumer-generated content Gods comes King James and Sprite with a nifty web component for their latest collaborative campaign. At LeBron23-23.com, aspiring knob-pushing button-turners are challenged with composing Bron-Bron's new theme song. Beatmeisters are to upload their creations to the site where each entry will be voted on by other users. After the January 22nd deadline, the Top 100 songs will be whittled down to three by a panel of celebrity judges and the King himself. Those Top 3 ditties will then get play in Sprite spots airing in February, and be subjected to further user voting. The winner will hit the studio to record their theme with the help of the People's Champ Paul Wall and Al Fatz, and see the result debut at the 2007 NBA All-Star Game. No word yet whether the winner will get one of Wall's shiny grills. But if it does, our vote is for these. Holla.
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