Space Jam SE BRAND RECAP

INTRODUCTION

TO CELEBRATE ONE OF THE LARGEST CULTURAL MOMENTS OF THE BRAND AND THE SINGLE MOST ANTICIPATED RELEASE OF THE YEAR, WE TOOK ON THE OLD STORY AND RUN A 4 PHASE PLAN WHERE RETAIL, DIGITAL, COMMS AND SOCIAL FUNCTIONS RAN SPECIAL ACTIVATIONS IN THE TERRITORY.

PHASE I: THE WARNIng

MONSTARS ARE BACK!! THEY SAW MICHAEL WIN IN THE AJXI 20 YEARS AGO. NOW, THEY'RE COMING BACK AND GOT THEIR HANDS ON SOME PAIRS, READY TO AVENGE THEIR LOSS OF TWO DECADES AGO...

DIGITAL WARNING

NON OWNED CHANNELS

MEDIA COVERAGE

SPACE JAM PREVIEW EVENT IN LOS ANGELES

EXCLUSIVE SATELLITE IMAGERY DISTRIBUTION

NSS MAG SPECIAL ACTIVATION

SPECIAL STORYTELLING BY GQ

MEDIA RESULTS

PHASE II: COMPLY

THE MONSTARS HAVE RETURNED TO EARTH AND ARE DOMINATING THE GAME, BULLYING BALLERS, AND FORCING THEM TO COMPLY WITH SOULLESS BASKETBALL. THEY ARE DISRESPECTFUL, ENTITLED, AGGRESSIVE WITHOUT PURPOSE. THEY ATTACK, THEY FOUL AND RUIN PLAYERS.

DIGITAL

OWN CHANNELS

NON OWNED CHANNELS

COMMS

NIKE NEWS POST AND PRESS RELEASE DISTRIBUTION

MEDIA RESULTS

RETAIL

JORNEY IN 24 SEGONS CATEGORY SPECIALTY

24 SEGONS - BARCELONA

PHASE III: DEFY

LED BY BLAKE GRIFFIN AND JIMMY BUTLER, AN ARMY OF DEFIANT FCF'S CLASH AND SHIT GOT REAL. THE FULL FILM LAUNCHED AND CONSUMERS UNDERSTOOD THE FULL STORY. WE ALIGNED FIREPOWER BEHIND A DISRUPTIVE MOMENT ON 12.1, BUILDING MASSIVE ANTICIPATION FOR THE COVETED 12.3 LAUNCH.

DIGITAL

JORDAN BASTILLE OPENING SE MEDIA COVERAGE

Ray Allen, GGG and Larry Miller hosted the opening
WIP. Falta Italia

SPACE JAM PREMIERE IN MADRID

COVERAGE

RETAIL

24 SEGONS - BARCELONA

SEEDING

SPECIAL SEEDING SERGIO LLULL

NRG AND ENTERTAINMENT MARKETING

COMMS

PHASE IV: CELEBRATION GAME

THE REVOLUTION IS COMPLETED AND THE MONSTARS HAVE BEEN DEFEATED, AGAIN. THE BRAND AND ITS PARTNERS CELEBRATED WITH CONSUMERS THROUGH THE BIGGEST, MOST ANTICIPATED LAUNCH OF THE YEAR.

RETAIL SPAIN

CATEGORY SPECIALTIES

24 SEGONS - BARCELONA
JUGONES - MADRID
BASKET REVOLUTION - MADRID

SPECIAL EXECUTION IN DTC

PORTAL DE L'Ă€NGEL - BARCELONA

SPECIAL EXECUTION IN NSW DOOR

SI VAS DESCALZO - BARCELONA

24'' MANEQUIN CHALLENGE ACTIVATION

CONSUMERS COULD JOIN TO A 'MANEQUIN CHALLENGE" IN THE STORE TO WIN A PAIR OF AIR JORDAN XI SPACE JAM.

A TOTAL OF 5 GROUPS PARTICIPATED

SOCIAL MEDIA RESULTS

AND THE WINNER IS...

RETAIL ITALY

EXECUTIONIN SPACE 23

SPACE 23 -ROME AND MILAN

EXECUTION IN NSW DOOR

ONE BLACK DOWN - MILAN

CATEGORY SPECIALTIES

PETROLIO - MILAN
AIRNESS - ROME AND MILAN

COMMS

SPECIAL 'STREETBALL SANTS' STORYTELLING IN LAMONO MAGAZINE

SELL OUT DATA

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