We bought SpaceJam2.com before the movie's release, started a real jam company to legitimize ourselves, and hoped to sell the URL back to Warner Brothers for charity.

Created by myself and Pete Marquis.

Watch the case study or scroll down to learn more.

The Jam company launched with this commercial:

On SpaceJam2.com, you have the option to buy our Jam for $12.99 or buy our website, for the low, low price of 1 Million dollars.

We used Google SEO to create search ads geotargeted to run exclusively near the WB’s Burbank headquarters.

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As bonus content, we also filmed a Space Jam 2 trailer.

To try to reach an even bigger audience in Hollywood, Burbank, and Brentwood, we bought local ad space during The 2021 Puppy Bowl on Animal Planet in the LA market (during the halftime of the Super Bowl.)

The video organically blew up on Reddit, climbing to the top 3 videos on r/videos

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To date, we’ve sold out twice and have shipped a boatload of jam.

The project was nominated for two Webby Awards, in “weird” and “humor.”

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As an attempt to troll me back, the Warner Bros. theatrical department had a little fun and bought hunterfine2.com —> which leads to their version of the Space Jam 2 trailer.

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As of June ‘21, we’re still willing to negotiate a deal for the site…
now for $2 million dollars.

Some Nice Words About The Project So Far

^{Who doesn’t love a jam made from fresh farm fruit? Especially if that jam trolls a movie company that forgot to buy the URL to one of its most anticipated sequels.}

^{In an inspired stunt, a jam company bought the URL SpaceJam2.com—and they plan to sell it to Warner Brothers in anticipation of the marketing of its 2021 Space Jam sequel starring LeBron James. The video promoting that URL, and also a farm-fresh berry jam, is deadpan gold.}

^{It starts with an older farm couple walking through their berry orchards, picking fruit for a jam that they say “makes every meal feel like a crisp Sunday afternoon in the country.”}

^{Oh, and you can also buy their website, SpaceJam2.com. The spot wavers back and forth between descriptions of the Space Jam Recipe #2 and ribbing of WB for not securing the website, which the folksy farmers are peddling for just $1 million (or reasonable offer), which “could be what you really need for your jam and/or movie business to thrive.”}

^{The campaign is the brainchild of ex-Wieden + Kennedy and BBDO ad guys, creative Hunter Fine and commercial director Peter Marquis. The two saw an opportunity when they found that SpaceJam2.com was available. Then they started a jam company with the hope that the URL would be bought by the film company. The jam is actually for sale on the website, where you can also add the URL to your cart.}

^{As an incentive, the creatives have vowed to share profits of this sale with a charity of the purchaser’s choosing.}

^{Fine said: “Wow—Warner Bros. must be so bummed to have missed out on this primetime URL that we bought for our Space Jam 2 spread. As humble jam makers, we feel bad. That’s why we’re offering them the PR opportunity of a lifetime for the completely realistic price tag of $1 million. You’d have to really hate charity and jam to not take this offer.”}

^{The team implores any would-be buyers to contact them and make an offer at spacejamrecipe2@gmail.com.}

^{Advertising creative Hunter Fine and commercial film director Pete Marquis are teaming up for a prank trolling Warner Brothers after they realized the film studio failed to purchase the SpaceJam2.com domain for its 2021 "Space Jam" movie sequel.}

^{Fine and Marquis got the site, which they’re using to sell jam for $12.99 made with its special “number two” space-like recipe that resembles constellations when spread.}

^{They are also offering to sell the URL for $1 million (or best offer) with a portion of the proceeds donated to charity.}

^{Fine and Marquis incorporated humor throughout the website. The FAQ vertical answers questions such as the reason it is named SpaceJam2 is because their first recipe did not resemble space.}

^{They also admit they are not chefs. They joke that in order to “legitimize ourselves,” they came up with the idea of starting a jam company that sells Space Jam, so legally they couldn't be forced to take down the site based on the name alone.}

^{The site launches with a complementary commercial filmed during the pandemic on a “shoestring budget.” Both Fine and Marquis note they were surprised at how many people liked the idea enough to help them out at discounted rates to get the job done.}

^{This is not the first prank unleashed by the creative duo. Fine has created viral things, including the web series Hikea, where people get high and put together Ikea furniture, and Escape from Hel(L) a board game trolling New York’s MTA transit authority--where players would try to get to Manhattan from Brooklyn after the potential L-trail shutdown.}

^{Fine is also known for street art installations around NYC, most notably, Hipster Traps. Similarly, Marquis has developed unbaby.me, a SXSW-awarded Google Chrome extension that removes babies from social feeds, and "First Moon Party" a viral video for HelloFlo that won a Cannes Lion.}

^{They hope the website will be scooped up by Warner Bros. as its mounts a PR campaign for the highly anticipated sequel to "Space Jam," starring LeBron James and Bugs Bunny and set for release in July 2021.}