American Airlines partnered with Sector 5 and Sector 5 Digital to bring awareness and create a buzz around their status as the preferred airline of the NBA. Sector 5 designed and installed an exhibit in the American Airlines Center that invited Mavs fans to take a short video or picture with Dallas Mavericks stars Dirk Nowitzki or Shawn Marion. Sector 5 Digital created a green screen photo booth where Mavs fans could strike a pose and then have their image merged with those of Dirk or Shaun seated in first class on an American Airlines plane. An onsite touch screen tablet allowed guests to enter their contact information and then share their photo with Dirk directly to their social media channels. The Take Off With Dirk campaign generated 2.1 million total impressions and won an NBA Activation Award. Now that’s what we call a slam-dunk.