Jordan enjoys a unique position as a brand; able to take a credible, leading position in both sports and youth culture for more than 30 years. But maintaining this special heritage – and exceeding the expectations of the passionate Jordan fan base - demands constant creativity and innovation. Every launch of every new shoe in the Jordan Family must be bigger, better, and generate more cultural heat than the last.
The launch of the Super.Fly 4 performance shoe was no different, so we set out to make something out-of-this-world: a six week long, multi-platform narrative arc featuring LA Clippers star forward Blake Griffin and his battle to save his new Super.Fly 4s (and Planet Earth) from everyone’s favorite meddling alien, Marvin the Martian. By way of an interplanetary dunk contest. Naturally.
The aim was to develop a story that could dominate sport and culture, even while basketball was in its off-season. We designed 3 phases, beginning in Las Vegas where Marvin’s spaceship had crash-landed right outside the Super.Fly 4 “First to Fly” launch event. On arrival, Marvin invaded Snapchat’s Vegas live story (the 6th most viewed ad in the app’s history), intercepted Blake’s online video reveal of the shoe and the AAU Invitational tournament, and got some editorial coverage on Buzzfeed, Complex, Bleacher Report and more in the process. Meanwhile, we humans integrated highlights from the launch event into ESPN’s Snapchat Discover channel and SportsNation show, and unveiled a giant animated digital billboard in New York City.
Marvin’s meddling continued into phase 2. He intercepted broadcasts of ESPN SportsCenter, and hacked into Hulu, Xbox and YouTube pre-rolls, calling out Blake and teasing the release of our hero film “The Dunk to End All Dunks” (TDTEAD) 8 days later.
Phase 3 was all about “TDTEAD”. We premiered the :120 spot on 6 networks (MTV, Comedy Central, Adult Swim et al) that indexed best for Jordan’s core M12-24 audience, and in cinemas, plus digital and social properties simultaneously. The response was staggering, with the full long-form version of the film viewed more than 30MM times within 48 hours of release. Our YouTube Masthead and Playstation takeovers combined for more than 11MM of those views on their own, and the surge was complemented by high impact digital takeovers of Buzzfeed, USA Today’s ForTheWin, and BleacherReport.
The editorial coverage we negotiated with major sports and lifestyle platforms linked the phases really effectively. Each new piece of content and plot point were prompted with mentions on mass-followed publisher platforms like @SportsCenter and @Complex.
While the campaign was not tied to a commercial KPI, campaign awareness and consumer engagement were amazing, and sell-thru of the Super.Fly 4 at retail exceeded forecasts. To date, the 3 main video assets have been watched more than 118MM times (“DTEAD” has 59MM views and counting). Our editorial integrations generated 958K page views and an average of 3:18 read per article.