Toward the end of the 2009-10 NBA regular season, the Orlando Magic communication department launched a campaign to solicit votes for Dwight Howard as league MVP. This was completed primarily through a website, dwight4mvp.com. The site serves as a microsite, which houses news articles, photos, stats, and video of Dwight from the season.
The microsite was designed to fit within the brand guidelines that the Magic used throughout the regular season. The site was crafted with HTML, CSS, and flash elements to create a unique and dynamic MVP campaign that hadn’t been seen before in the NBA. The initial launch of the campaign was so successful that TNT highlighted the site on its nationally televised April 1st game broadcast between the Dallas Mavericks and the Orlando Magic. Although Dwight was not chosen as the 09-10 MVP, Magic fans were quick to jump onto the DWIGHT4MVP bandwagon.
