Brand owner: Nike
Lead agency: Mindshare
Media channels: Events & experiential, Games & competitions, Social media, Virtual & augmented reality
Budget: Up to 500k
NBA superstar Kevin Durant was coming to China to launch the new KD9 shoes. To meet Nike's ambitious sales target, the KD9 needed to become China's fastest-selling basketball shoe.
Even though Durant is popular in China, the market was already saturated by celebrity-focused launches, so a typical event with a few hundred people was not going to be enough. Nike needed to reinvent the athlete tour format – expand its reach to drive sales.
Two insights: (a) Durant is really good at NBA2K Online, (b) NBA2K Online is extremely popular in China. So, Nike invited fans to battle it out with Durant on-court and online.