Gatorade's takeover of the Hollywood sign to welcome Luka Dončić is a standout example of real-time social marketing. The stunt tapped into the excitement surrounding his high-profile trade, leveraging a globally recognized symbol to amplify a historic moment. By creatively integrating Luka's jersey number into the iconic landmark, Gatorade not only captured attention but also sparked massive cultural conversation on social and beyond, seamlessly merging current events with a social creative execution.