Category: Titanium and Integrated
Advertiser: NIKE
Product/Service: GLOBAL NIKE BASKETBALL
Agency: WIEDEN+KENNEDY
Chief Creative Officer: Dan Wieden (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff/Susan Hoffman (Wieden+Kennedy)
Creative Director: Alberto Ponte (Wieden+Kennedy)
Creative Director: Ryan O'rourke (Wieden+Kennedy)
Creative Director: Dan Hon (Wieden+Kennedy)
Senior Producer: Jennie Linstrom (Wieden+Kennedy)
Art Director: Sezay Altinok (Wieden+Kennedy)
Copywriter: Brock Kirby (Wieden+Kennedy)
Digital Strategist: Dan Viens (Wieden+Kennedy)
Global Account Director: Karrelle Dixon (Wieden+Kennedy)
Global Account Supervisor: Ryan Johnson (Wieden+Kennedy)
Global Account Executive: Liam Doherty (Wieden+Kennedy)
Studio Manager: Brian Troyer/Joseph Limauro (Wieden+Kennedy)
Editor: Conor O'neil/Kirk Baxter (Rock Paper Scissors)
Director: Jody Hill (Caviar)
Executive Producer: Michael Sagol/Jasper Thomlinson (Caviar)
Vfx Supervisor: Patrick Murphy (A52)
Director Of Photography: Matthew Libatique (Caviar)
Assistant Editor: Anton Capaldo-Smith (Rock Paper Scissors)
Composer: Chip Jenkins (Stimmung)
Media placement: Digital Film - "You Need The KobeSystem" - Nike Basketball YouTube, Twitter And Facebook. Kobe Bryant's Facebook Page - 29 December 2011
Media placement: Digital Films - 12 KobeSystem Celebrity Testimonials - Nike Basketball YouTube, Twitter And Facebook. Kobe Bryant's Facebook And Celebrity Twitter Accts - 6 January 2012
Media placement: KobeSystem IPad Influencer Kits - Direct Mail To 5 Specific Influencers - 11 January 2012
Media placement: TV Campaign + Digital Placements - "Welcome To The KobeSystem" :60/:30 - CBS, FOX, MTV/MTV2, ESPN/ESPN2/ESPNNEWS/NBATV, NFL Network And CTV (China) + YouTube, Twitter And FB - 14 Jan 2012
Media placement: TV Campaign + Digital Placements - KobeSystem Level Films (7 Films In Total) - MTV/MTV2, ESPN/ESPN2/ESPNNews, NBA TV, TNT, NFLNetwork And CTV (China) + YouTube, Twitter And FB - 22 Jan 2012
Media placement: 7-Day Nike Basketball Social Media (Twitter/YouTube) Takeover - Nike Basketball Youtube, Twitter + Facebook - 23 Jan 2012
Describe the campaign/entry
The KobeSystem campaign launched the Kobe VII, Nike’s seventh signature basketball shoe for international basketball icon Kobe Bryant. The Kobe VII was unlike any shoe before it. The shoe itself was a system that came with multiple interchangeable inserts ballers could choose from to fit their game perfectly.
Kobe’s game inspired the shoe, but as the shoe launched, many were doubting how much game he had left. A major sports publication listed him as seventh best in the NBA.
The integrated campaign set out to retain Kobe’s place of prominence atop the NBA and show ballers that they could benefit from the same shoe he wore. We did this through the type of iconic commercial production Nike is known for and one-to-one social communication that the brand will come to be known for.
Describe how the campaign/entry was launched across each channel in the order of implementation
KobeSystem rolled out in 3 phases.
Hype Phase: What is KobeSystem?
• Hashtag: Launched #kobesystem to talk about shoe and tease campaign.
• Influencers: Delivered KobeSystem iPad “success” kits loaded with exclusive content.
• You Need the KobeSystem: Teaser film starring Kobe on YouTube.
• Celebrity Testimonials: Testimonials from Kanye West, Richard Branson, etc., on YouTube.
Launch Phase: This is the KobeSystem.
•Welcome To the KobeSystem: Film starring Kobe Bryant and several celebrities debuted during the NFL Divisional Playoffs and was supported across multiple cable and online video distribution networks.
Engage Phase: Experience the KobeSystem.
• Twitter Takeover: Revealed the teachings of KobeSystem via a one-week takeover of @NikeBasketball. Each day delivered a challenge, content and one-on-one communication.
• ESPN Partnership: A new film was revealed nightly on SportsCenter and across ESPN’s digital and social properties the next day.
• Pro Answers: Answered skills questions with illustrations that taught people to dominate the court.
Give some idea of how successful this campaign/entry was with both client and consumer
The campaign was created to bridge the gap between Kobe’s prowess and the skills of everyday ballers. The more they embraced and engaged with Kobe’s philosophy, the more likely these ballers would be to lace up a pair of his shoes.
• We made 'KobeSystem' synonymous with 'success' in culture.
• We increased long-term followers on every Nike Basketball social property.
• This was the first iteration of one-to-one communication that will typify Nike campaigns of the future.
The key metrics were:
• Twitter Impressions = 164,147,112 in first week
• Twitter Mentions = 135,431 in first week/336,774 overall
• New Twitter Followers = 10,000 in first week, outpacing regular weekly growth by 250%
• Facebook Likes = 125,292 in first week
• Facebook Shares = 12,605 in first week
• Online Video Views = 12.5m
• Instagr.am Photos = 7,302 photos tagged by users