JORDAN BRAND: SPACE JAM
To celebrate the 20th anniversary of Space Jam, we launched a month-long campaign that re-integrated the Monstar characters into the Jordan brand’s storytelling. Centered around a “defy” theme, we told the story of how these aliens wanted to ruin basketball on planet Earth, and how humans, armed only with Air Jordans, could fight back.
To celebrate the 20th anniversary of Space Jam, we launched a month-long campaign that reintegrated the Monstar characters into the Jordan brand’s storytelling. Centered around a “Defy” theme, we told the story of how these aliens wanted to ruin basketball on planet Earth, and how humans, armed only with Air Jordans, could fight back.
TWITTER TAKEOVER
The campaign started with a Monstar “hack” of Jordan’s Twitter — and a warning to our followers. The hashtag #MonstarsBack was used almost 17,000 times during this phase of the campaign.
Kickoff Video
The Monstars fired off a warning shot, and let fans know they were coming back. 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, with 32k shares and over 2M video views.
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. The video tallied 1.32M views and a 44% completion rate.
Court Takeovers
After regaining our channels from the Monstars, @Jumpman23 returned to normal… but revealed a dystopian world dominated by the aliens. A series of social videos showed destroyed courts and Monstar propaganda, giving our fans more reason to rise up and Defy. These videos garnered more than 2M views.
Monstar Canvas
Expanding the story of the Monstar dominance, we built a canvas on Facebook to look and feel like a newspaper article about the dominant performance from the newest superteam.
Fans took to the comments to discuss details of the story, showing they were following and analyzing the campaign story. This resulted in 93k canvas opens, 17.8k clicks to shoe landing page, and a 33 second average duration in the canvas.
Emoji Keyboard
On November 16th, the Jordan emoji keyboard launched with exclusive Monstar emojis. We supported across Facebook, Twitter, and Instagram. Utilizing the new link driving feature on Instagram stories, we drove 105.3k clicks to the iOS and Android App stores (72% of the 145.8k total clicks from social to the emoji keyboard).
Snapchat Lens
Our biggest splash came via a Snapchat lens, where users became a Monstar and then a member of the Defy crew. Nearly 2.5M users joined the cause, resulting in 55M impressions in 24 hours.
Notable users include supermodel Gigi Hadid and rapper A Boogie Wit Da Hoodie.
ROLES
Senior Copywriter - Michael Taylor
Editing - Emil Schönström
Strategy - Brennen Schlueter
Account Management - Cameron Clow