Campaign details
Brand: Nike ChinaLead agency: Mindshare ChinaRegion: APAC
Objectives
NBA superstar Kevin Durant came to the southern Chinese city of Guangzhou in July 2016 to launch his new shoes, the KD9's.
Rather than a small event attended by a few, the ambition was to create a revolutionary event format that maximized reach and genuine fan engagement with the superstar.
Target audience
All basketball fans
Creative strategy
The entire activation was centered on two critical insights.
First, Kevin Durant (or KD as his fans call him) is crazy good at NBA2K Online. Like ridiculously good....