JORDAN SPACE JAM : DEFY - Laundry Service

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JORDAN SPACE JAM : DEFY - Laundry Service
JORDAN
SPACE JAM : DEFY
JORDAN SPACE JAM : DEFY - Laundry Service
OVERVIEW
In 2016, Jordan Brand launched its largest campaign of the year to celebrate the 20th anniversary of
Space Jam, the iconic live-action/animated sports comedy starring NBA superstar Michael Jordan.
The campaign centered on "Defy," a short animated sequel to the original film starring NBA athletes
Blake Griffin and Jimmy Butler.

To bring the effort to life, Jordan enlisted the help of Laundry Service to launch an immersive social
media campaign leading up to the "Defy" short film's online debut. Leveraging dozens of assets
across physical and digital channels, our campaign told the story of the Monstars, the animated
villains of the original film, and their return to earth.
JORDAN SPACE JAM : DEFY - Laundry Service
THE MONSTARS RETURN
Jordan’s largest campaign of the year lived up to the hype. Celebrating the 20th anniversary of the
iconic film “Space Jam,” Jordan social drove the story - taking a one day media “event” and turning it
into a fully fleshed out narrative.

Three weeks. One story.
TIMELINE

                   SOCIAL DRIVES

    11.15
20TH ANNIVERSARY
                   STORYTELLING
                                     11.28
                                   FIRST TEASER
                                                  12.01
                                                  FULL FILM
OBJECTIVES
With Space Jam: Defy we aimed to drive maximum awareness among Jordan fans, leveraging paid
media and retargeting to ensure that the most engaged users were reached by as much campaign
content as possible, and to support the launch of the special edition Air Jordan XXXI and Air Jordan
XI.
STRATEGY
We used social media to build an immersive storyline leveraging unique content across Jordan
Brand channels. During the month-long campaign, we followed the Monstars as they returned to
earth, "hacking" into Jordan Brand's Facebook, Twitter, Instagram, and Snapchat channels, posting
digitally distorted videos, stylish posters, and ominous images of damaged basketball courts.

Open the storytelling funnel. Immerse them in a world dominated by the
Monstars.
CAMPAIGN PHASES
WARNING                                 COMPLY                               DEFY
11.15-11.17                             11.17-11.27                          11.28-12.10

Capitalizing on the buzz of the 20th    Establishing what the world looks    After weeks of storytelling about the
anniversary of Space Jam, this          like, now that the Monstar run the   Monstars return and reign, our
campaign would launch on social, with   game.                                athletes fought back - vying to take
an unexpected “hack” of Jordan’s                                             back the game from the big, bad
social and digital channels by The                                           Monstars.
Monstars.

START WITH A BANG                       KEEP THEM ENGAGED                    FINISH WITH A FLURRY
CHANNEL ROLES
HOW OUR CHANNELS WERE USED TO TELL THE STORY

             PARTICIPATE                       CONSUME
WARNING
11.15-11.17
MONSTAR HACK
11.15-11.16

 The campaign began with a cryptic tweet on the
 eve of the 20th anniversary, as the Monstars
 would forcefully take over Jordan’s social
 channels to let the world know they were back.

 Social profiles changed to reflect the new
 “owners” of the page, featuring an updated logo,
 cover photos and a name change.

 16.9K
 USES OF
 #MONSTARSBACK
TRANSMISSION
Kicking off their “hack”, The Monstars
announced their return, stirring our audience
about the possible reasons for their return. The
timeliness of the content, launching on the
anniversary of Space Jam, led to rampant
sharing and a mini-viral moment to launch the
campaign.

32.5K
SHARES

2.01M 19.4%
VIDEO VIEWS                   COMPLETION RATE
                              (YOUTUBE, TWITTER, FACEBOOK)
MONSTARS ON TWITTER
MONSTARS MIXTAPE
After establishing their presence, The
Monstars gave our audience a
refresher of their unique style of play
with a mixtape of their best plays,
tapping into the nostalgia for the
original film while showcasing the
brutal play The Monsters were known
for.

1.38M 43.2%
TOTAL VIEWS                   COMPLETION RATE
                              (YOUTUBE, TWITTER, FACEBOOK)
THE MONSTERS GO OFF SCRIPT
Throughout their hack of our channels,
The Monstars reached out to numerous
followers, the media, and some of our
athletes in their own voice with
propaganda and clips from the movie.
SCAN TO UNLOCK
Snapchat played host to some of our
most innovative and interactive elements
throughout the campaign, beginning with
‘Scan to Unlock’ geofilters. Jordan
became one of the first advertisers to
leverage this product.

The codes bridged the gap between
physical and digital messaging with
integration in OOH and wildpostings, as
users were able to scan a snap code to
unlock different Snapchat filter creatives
during each phase of the campaign.

                                             9.8K   11.7K   632.5K
                                                            FILTER IMPRESSIONS
PHASE METRICS

                   25,125,931 3,390,181
                    TOTAL IMPRESSIONS   VIDEO VIEWS

                   1,443,394
                        ENGAGEMENTS
                                        48,848
                                          SHARES

CHANNELS: TW/FB/IG/YT
COMPLY
11.17-11.27
THE MONSTAR REIGN
After regaining our channels from The
Monstars, @Jumpman23 returned to
normal… but revealed a dystopian world
dominated by the Monstars. From destroyed
courts to propaganda, the reign of the
Monstars was felt.

These photos were also given a distinct
treatment - just when you thought they were
still images, the bunny skull logo would glitch
in, letting everyone know that the Monstars
were here to stay.

              2M
 VIDEO VIEWS ACROSS
  “GLITCH” CONTENT
THE MONSTAR REIGN
CANVAS
Expanding the story of the Monstars dominance,
we built a canvas on Facebook to immerse our
followers even deeper. Built to look and feel like a
newspaper, we told the ”game story” of the latest
dominant performance from the new superteam
in town.

Fans took to the comments to discuss details of
the story, showing they were following and
analyzing the campaign story.

92.9K
CANVAS OPENS

33s
CANVAS VIEW DURATION
PHASE METRICS

                          14.03M
                        TOTAL IMPRESSIONS
                                                2.24M
                                                VIDEO VIEWS

                                       737.1K
                                      ENGAGEMENTS

CHANNELS: TW/FB/IG/YT
DEFY
11.28-12..3
TEASER
11.28

After weeks of Monstar reign, the
defiance began with a teaser
featuring the Minnesota
Timberwolves’ Jimmy Butler. This
piece set the attitude and tone of the
brand for the rest of the campaign,
establishing Jordan as sign of the
rebellion.

2.26M
VIDEO VIEWS
DEFY THE MONSTARS
12.1

 The coup de grâce of the campaign
 tells the whole story of The Monstars
 arriving, taking over, and ultimately
 being defied by Blake Griffin, Jimmy
 Butler, and our DEFY FCF crew.

15M
VIDEO VIEWS
2ND MOST VIEWED JORDAN SPOT ON
OWNED CHANNELS OF ALL TIME

16%
VIDEO COMPLETION RATE
SNAPCHAT LENS
12.1
12.1 was our day of defiance and our
biggest splash came from our
Snapchat lens where users became
a Monstar and then a member of the
defy crew.

Nearly 2.5M users became
billboards, wearing the brand on their
face and sharing to their friends.

One notable use came from
supermodel Gigi Hadid, who
Monstar’d herself on 12/1.

2.49M 55M
USES                            IMPRESSIONS
JORDAN X
HOUSE OF HOOPS
On 12/1 NYC became the capital of
defiance as Jordan took over Foot
Locker House of Hoops.

It began with a Facebook Live
Stream and a one of a kind view with
Spectacles from a graffiti artist
perspective “DEFY”-ing Monstar
propaganda and led into the A
Boogie wit da Hoodie POV on the
night of 12.1.

FIRST EVER
JUMPMAN23 SNAPCHAT
SPECTACLES STORY
CLICK HERE TO VIEW SPACE
JAM : DEFY MOBILE CONTENT IN
ACTION.
PHASE METRICS

                         75.93M
                        TOTAL IMPRESSIONS
                                            17.25M
                                            VIDEO VIEWS

                          2.24M
                          ENGAGEMENTS
                                            52.3K
                                              SHARES

CHANNELS: TW/FB/IG/YT
PRODUCT
SUPPORT
AJ XXXI + AJ XI SUPPORT

  8.01M
  TOTAL AJ XXXI SOCIAL IMPRESSIONS
                                     14.52M
                                     TOTAL AJ XI SOCIAL IMPRESSIONS

  77.1K
  TOTAL CLICKS TO AJ XXXI SNKRS
                                     75.7K
                                     TOTAL CLICKS TO AJ XI SNKRS
THE
RESULTS
201.3M TOTAL IMPRESSIONS 7.8M TOTAL
ENGAGEMENTS 25M TOTAL VIDEO VIEWS 112K
POST SHARES
THANK
  THANKYOU
        YOU
THANK YOU
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