To increase awareness of Wendy's High School Heisman Award at an important time of year for High School Heisman applicants, we created a unique high school basketball event between the top players from Chicago and those from New York. The Wendy's All Star Shootout is broadcast live on ABC in Chicago and New York and in 2004 received a 2.4 HH rating in Chicago and a 1.7 HH rating in New York. The event annually plays in front of a sold out crowd and is the most watched high school sporting event of the year in Chicago. In the five years of the event, it has significantly increased Wendy’s High School Heisman applicant entries.