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Melo Explosions

Industry: Apparel, Clothing & Footwear
Media:Promotion & Event
Market:United States
Style: Minimalism
The Jordan Brand wanted to celebrate Carmelo Anthony’s first shoe release in his new home of NYC in an epic way that felt worthy of the larger-than-life city always competing with itself for attention. The audience were young basketball players around the country, and New Yorkers in general. What could we do to impress both groups? And how could we showcase the power and explosiveness of Melo’s game in a way that felt authentic to both the city and to Melo? An audience of over 2,500 was drawn to a live event on the Hudson River’s Pier 54, and then surprised with a 50-ft tall water projection of Melo, displaying the power of his game . We created a unique ‘only in New York’ experience featuring a concert by Queens-born rapper Nas on the Manhattan waterfront, which was interrupted by a helicopter flyby and Melo stunt-double dropping into the water to kick off the 3D Melo projections. The 50ft. holographic Melo interacted with the water and physical space around him, huge water splashes accompanied by sound FX allowed the audience to viscerally see and feel Melo’s explosive jab steps, dribbles and powerful dunks on the river’s surface. Cameras captured everything, and within 24 hours, a 2-minute behind-the-scenes video was posted on YouTube. Local TV spots and digital media driving people to an interactive pop-up-browser-window version of the projections brought the spectacle to millions post-event.

OOH wild postings, social media updates, DJ live-reads, and ticket giveaways on NYC’s iconic hip-hop station Hot97FM drove people to Pier 54 for the night-time event. Melo made a pre-event radio appearance and radio personality Angie Martinez emceed the festivities. Foursquare check-ins and ‘pop-a-shot’ high scores earned prizes for the public. Then when the concert was in full swing, the show was interrupted by the stunt man and helicopter flyby, and the water projections commenced.

Thanks to local buzz created by wild postings, radio live reads and social media, over 2,500 people attended the sell-out Melo Powers Through The Hudson event. Jordan’s presence on Facebook, Twitter and Foursquare created word-of-mouth sharing. The Internet exploded immediately following the event, with thousands of conversations happening around Melo and the ‘coolness’ of the live-show element. ESPN’s SportsCenter, Nas and Melo retweeted the performance to over 5m followers, and many others re-published our content, including ESPN NY, CBS Sports, Yahoo! Sports, Sporting News, and the Village Voice among others. With the immediate impact, alongside the near-100% positive reactions to the campaign on social media, Jordan successfully created a hugely explosive splash for Melo’s arrival in NY.
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Other credit:Agency Head of Content Production: Gary Krieg, Wieden+Kennedy New York
Assistant Director of Interactive Production: Marc Maleh, Wieden+Kennedy New York
Senior Interactive Producer: Brandon Kaplan, Wieden+Kennedy New York
Event Production Company: Relevant
Behind the Scenes Video Production Company: Show Cobra
Cannes Lions International Festival of Creativity 2012
Bronze Branded Content & Entertainment
Best use or integration of experiential events
Clio Awards 2012
Bronze Out of Home
International ANDY Awards 2012
Gold Events
Special Effects
The One Show 2012
Silver Pencil Experiential Advertising
Experiential Advertising / Events and Competitions
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