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传播目标
- Kobe Bryant is one of the most celebrated and talented athletes in NBA history. So when he announced his retirement day, it was up to Nike, his long-time partner in the game, to make sure the occasion was memorable. April 13 became Mamba Day, a celebration of the Kobe legacy – victories, controversies and all.
- The global campaign for Mamba Day focused on the LOVE/HATE relationship basketball fans have always had with Kobe. But the context in China is very different – the perception is overwhelmingly positive, even for non-fans. Amongst basketball players, he is revered for his skill. But even people who have never watched a game know the name.
传播挑战
- We wanted to lead the Kobe retirement conversation in China by making it relevant to them. We wanted to get China to talk about the true spirit of the man and his phenomenal career in all its complicated glory digitally, through the Nike Basketball brand voice, “Bring Your Game”.
- Instead of an one-off campaign, what we could to extend his legacy longer digitally/socially with high engagement?
- How to create brand assets strong enough to accentuate this epic moment?
客户传播预算
50-100万
洞察和策略-品牌的消费者属性
- Nike Basketball represents the future of the game and its unstoppable ability to inspire, empower and fulfill the dreams of a new generation of players. Its target audience is especially 17-23 year olds who are sparking their love for the game.
- So we took Mamba Day to where Nike Basketball’s Chinese audience already were: on WeChat, China’s most popular social mobile platform.
- Then we thought about how to make Kobe’s image accessible to this audience: noting the popular behavior of using emojis in lieu of writing an emotion, we decided to create an exclusive Kobe Mamba Day Kobe-moji sticker set.
- The sticker set not only speaks to Kobe’s legacy, but also can be used over and over again, preserving it for years to come.
- Nike Basketball represents the future of the game and it’s unstoppable ability to inspire, empower and fulfill the dreams of anew generation of players.
- We focused on two channels:
- Tencent NBA game live stream – the exclusive NBA game broadcast platform which all the basketball lovers live.
- WeChat – the everyday chat tool which Nike’s TA use frequently.
洞察和策略-媒体的受众属性
- Launch Date: April 14, the day Kobe’ s last game would be broadcast in China due to the time difference.
- We worked extensively with the Nike digital brand team, and Kobe himself, to tailor create a set that would get the most usage:
- Kobe attitude & catch phrase emoji
- Popularly used emoji emotions
- Emoji tied into Chinese internet culture
- Nike-branded
创意和执行-计划的创意性
- Media reach:
- We used the combination of Tencent sports and Hupu to hit a broader sports audience as well as the vertical’s basketball fans.
- Tencent livestream sports broadcasters mentioned the sticker set and encouraged fans to download it.
- We also leveraged the Kobe fans community to organically promote these stickers, tying it into the release of the specialty Nike shoes: Kobe 11 Elite Low FB (which Kobe wore onto the court for his last game).
- We chose 9 of the most popular Kobe fan blogs to directly contact about the stickers
- We leveraged three media contacts to also push out the message.
创意和执行-计划的执行力
Kobe catchphrases and on-court actions including “Mamba Out,” his famously used buzzer-beater poses (the smoking gun) and other famous actions (the shrug he made when he set the record for three-pointers). Other emojis captured the Kobe spirit for smack-talking.
We also had stickers that we knew would be popular to use amongst Chinese netizens, including “No Zuo No Die” (if you never do anything dumb, it won’t bite you in the ass),“You Can You Up” (if you think you can do better, you try) and the ever-popular “赞” (great, agree) emoji.
结果-传播到达 品牌提升 销量支持
- Over 100,000 WeChat users have downloaded the sticker set.
- The stickers have been used over 923,000 times, and are still being used months later.
- Kobe’s legacy continues on!