Coyne helped MIKE AND IKE® step up their game through a partnership with 2K Sports to promote the highest-rated annual sports game, NBA 2K17. MIKE AND IKE® received some sweet assistance from four-time NBA All Star player and MIKE AND IKE® super fan, Paul George, to introduce a new product line-up, including MIKE AND IKE® 3 Point Mix, the first MIKE AND IKE® variety to feature an athlete on the box.

The new product debuted at NBA All Star Weekend and Coyne crowdsourced fan questions from Twitter and Instagram for Paul George to answer live on the MIKE AND IKE® Snapchat channel. A quick photo shoot with Paul allowed the brand to leverage images from the event across PR, Social and Digital platforms. With the release of the new product, along with promotional packaging, Coyne was able to promote MIKE AND IKE® in a way that pleased fans on and off the court. The 2K Sports partnership brought in more than 565 million impressions for the brand across print and online outlets, including an exclusive interview with USAToday.