Draft Campaign
Concept
Leading up to the Draft, our graphic designer Daniel Goldfarb and I pitched a sneaker themed Draft campaign inspired by Nike. We knew the social conversation around the famous "Got 'em" graphic and wanted to expand the conversation into our 2021 Draft. We co-led the entire campaign working on social, graphics, video and more. All assets were created from scratch as I took photos of the shoes/shoe boxes and he created graphical magic. Unfortunately, due to partner conflicts we had to pivot away from the campaign 7 days before the draft.
Concept:
Continue the "Got 'em" conversation into our Draft and around our Draft picks. Through graphics, photo and video, we took our audience throughout the entire shoe buying process. Looking to expand the campaign into physical items, we hired several local artists to create custom sneakers for our past and future draft picks.
Sponsorship Integration:
One of the unique aspects of this campaign was how we organically integrated Lowe's. With inspiration from "Off White" we included shoe tags that had Lowe's logo on each announcement graphic. Continuing the theme, we purchased physical shoe tags to print Lowe's logo and place on the physical shoes. So the sponsor would've received: logo placement on the graphic, partner tags on social and physical tags that were visible on all shoe painting content. We led all conversations with Lowe's including the pitch and execution.
Graphics: Daniel Goldfarb, Motion: Brandon Johnson
Twitter real-time coverage:
While taking the audience throughout the shoe buying process, we took photos of shoe boxes and used them to help us move throughout the Draft process.
Get the shoe box: On the clock
Open the box: Pick is In
You see the shoes: Got 'em (variation of announcement)
Photos of shoe boxes: Angela
Graphics: Daniel Goldfarb
Animation: Brandon Johnson
Physical Shoes:
As a first "look" at our Draft campaign we wanted to have custom shoes created for each first-round draft pick in the past. Each player had one shoe that had their Draft information and Draft night photos. The second shoe was more personal and had details directly related to their interests. We worked with a separate artist to create custom boxes for each player that highlighted their logo, brand, favorite emojis, etc.
Concept for the first piece of content:
The first "sneaker theme drop" was going to be a video the morning of the Draft. The past first-round picks shoes would be on a lazy susan with a black curtain behind them. The camera would pan by each shoe and as you see the player, audio from an in-game broadcast call would play behind it. The camera would pan past all five previous picks and the last shoe shown would say "Who's Next?"
All in the details:
We wanted to create these as influencer packages! So we Pantherized the entire thing and included a Got 'Em note.
Draft night:
The artist who did the past first-round picks would've been in-house on Draft night. The hope was to have him create shoes in real-time as the top 3 picks were made. We would have our video team right next to him capturing a quick tease that would've gone out instantly. Then, the next morning a reveal with the player in the building would've been filmed and photographed.
Additional picks:
The first three picks would've had customized shoes with their photos on them. After our third-round pick, we went with a more color blocked look. We worked with three local artists around Charlotte to create these looks for the later picks.
Fan Involvement:
We purchased Air Force 1 keychains to do giveaways on Twitter. Giveaways are usually our most engaging posts and it's an easy way to get fans involved in the conversation.
We worked with our Web/App developer, Will Bryan to do a "Drop" right at 8:00 PM when the draft started. This "Drop" would be a chance for fans to enter a giveaway for a Starter jacket and some kicks.
The Buzz on Social:
DJ Moore
Jaycee Horn
Terrace Marshall Jr.