Where do you go from the top? You go over the top.
We sent out iPad influencer kits chalked with cryptic and bizarre Kobe musings 2 weeks prior to the launch of the campaign.
Our 7 day takeover of the Nike Basketball twitter channel is still the gold standard for social plays at Nike. The KobeSystem lives on almost 4 years after the campaign ended. #Kobesystem trended on Twitter at launch and has done so at least once every year since. If our job is to create culture, we may have actually done it with this one. Also, it’s HUGE in China.
CW: Brock Kirby
AD: Sezay Altinok
DIGITAL STRATEGIST: Dan Viens
CD: Ryan O'Rourke / Alberto Ponte
DIRECTOR: Jody Hill