JORDAN SPACE JAM : DEFY - Laundry Service
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JORDAN SPACE JAM : DEFY
OVERVIEW In 2016, Jordan Brand launched its largest campaign of the year to celebrate the 20th anniversary of Space Jam, the iconic live-action/animated sports comedy starring NBA superstar Michael Jordan. The campaign centered on "Defy," a short animated sequel to the original film starring NBA athletes Blake Griffin and Jimmy Butler. To bring the effort to life, Jordan enlisted the help of Laundry Service to launch an immersive social media campaign leading up to the "Defy" short film's online debut. Leveraging dozens of assets across physical and digital channels, our campaign told the story of the Monstars, the animated villains of the original film, and their return to earth.
THE MONSTARS RETURN Jordan’s largest campaign of the year lived up to the hype. Celebrating the 20th anniversary of the iconic film “Space Jam,” Jordan social drove the story - taking a one day media “event” and turning it into a fully fleshed out narrative. Three weeks. One story.
TIMELINE
SOCIAL DRIVES
11.15
20TH ANNIVERSARY
STORYTELLING
11.28
FIRST TEASER
12.01
FULL FILMOBJECTIVES With Space Jam: Defy we aimed to drive maximum awareness among Jordan fans, leveraging paid media and retargeting to ensure that the most engaged users were reached by as much campaign content as possible, and to support the launch of the special edition Air Jordan XXXI and Air Jordan XI.
STRATEGY We used social media to build an immersive storyline leveraging unique content across Jordan Brand channels. During the month-long campaign, we followed the Monstars as they returned to earth, "hacking" into Jordan Brand's Facebook, Twitter, Instagram, and Snapchat channels, posting digitally distorted videos, stylish posters, and ominous images of damaged basketball courts. Open the storytelling funnel. Immerse them in a world dominated by the Monstars.
CAMPAIGN PHASES WARNING COMPLY DEFY 11.15-11.17 11.17-11.27 11.28-12.10 Capitalizing on the buzz of the 20th Establishing what the world looks After weeks of storytelling about the anniversary of Space Jam, this like, now that the Monstar run the Monstars return and reign, our campaign would launch on social, with game. athletes fought back - vying to take an unexpected “hack” of Jordan’s back the game from the big, bad social and digital channels by The Monstars. Monstars. START WITH A BANG KEEP THEM ENGAGED FINISH WITH A FLURRY
CHANNEL ROLES
HOW OUR CHANNELS WERE USED TO TELL THE STORY
PARTICIPATE CONSUMEWARNING 11.15-11.17
MONSTAR HACK 11.15-11.16 The campaign began with a cryptic tweet on the eve of the 20th anniversary, as the Monstars would forcefully take over Jordan’s social channels to let the world know they were back. Social profiles changed to reflect the new “owners” of the page, featuring an updated logo, cover photos and a name change. 16.9K USES OF #MONSTARSBACK
TRANSMISSION
Kicking off their “hack”, The Monstars
announced their return, stirring our audience
about the possible reasons for their return. 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.
32.5K
SHARES
2.01M 19.4%
VIDEO VIEWS COMPLETION RATE
(YOUTUBE, TWITTER, FACEBOOK)MONSTARS ON TWITTER
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 while showcasing the
brutal play The Monsters were known
for.
1.38M 43.2%
TOTAL VIEWS COMPLETION RATE
(YOUTUBE, TWITTER, FACEBOOK)THE MONSTERS GO OFF SCRIPT Throughout their hack of our channels, The Monstars reached out to numerous followers, the media, and some of our athletes in their own voice with propaganda and clips from the movie.
SCAN TO UNLOCK
Snapchat played host to some of our
most innovative and interactive elements
throughout the campaign, beginning with
‘Scan to Unlock’ geofilters. Jordan
became one of the first advertisers to
leverage this product.
The codes bridged the gap between
physical and digital messaging with
integration in OOH and wildpostings, as
users were able to scan a snap code to
unlock different Snapchat filter creatives
during each phase of the campaign.
9.8K 11.7K 632.5K
FILTER IMPRESSIONSPHASE METRICS
25,125,931 3,390,181
TOTAL IMPRESSIONS VIDEO VIEWS
1,443,394
ENGAGEMENTS
48,848
SHARES
CHANNELS: TW/FB/IG/YTCOMPLY 11.17-11.27
THE MONSTAR REIGN
After regaining our channels from The
Monstars, @Jumpman23 returned to
normal… but revealed a dystopian world
dominated by the Monstars. From destroyed
courts to propaganda, the reign of the
Monstars was felt.
These photos were also given a distinct
treatment - just when you thought they were
still images, the bunny skull logo would glitch
in, letting everyone know that the Monstars
were here to stay.
2M
VIDEO VIEWS ACROSS
“GLITCH” CONTENTTHE MONSTAR REIGN
CANVAS Expanding the story of the Monstars dominance, we built a canvas on Facebook to immerse our followers even deeper. Built to look and feel like a newspaper, we told the ”game story” of the latest dominant performance from the new superteam in town. Fans took to the comments to discuss details of the story, showing they were following and analyzing the campaign story. 92.9K CANVAS OPENS 33s CANVAS VIEW DURATION
PHASE METRICS
14.03M
TOTAL IMPRESSIONS
2.24M
VIDEO VIEWS
737.1K
ENGAGEMENTS
CHANNELS: TW/FB/IG/YTDEFY 11.28-12..3
TEASER 11.28 After weeks of Monstar reign, the defiance began with a teaser featuring the Minnesota Timberwolves’ Jimmy Butler. This piece set the attitude and tone of the brand for the rest of the campaign, establishing Jordan as sign of the rebellion. 2.26M VIDEO VIEWS
DEFY THE MONSTARS 12.1 The coup de grâce of the campaign tells the whole story of The Monstars arriving, taking over, and ultimately being defied by Blake Griffin, Jimmy Butler, and our DEFY FCF crew. 15M VIDEO VIEWS 2ND MOST VIEWED JORDAN SPOT ON OWNED CHANNELS OF ALL TIME 16% VIDEO COMPLETION RATE
SNAPCHAT LENS 12.1 12.1 was our day of defiance and our biggest splash came from our Snapchat lens where users became a Monstar and then a member of the defy crew. Nearly 2.5M users became billboards, wearing the brand on their face and sharing to their friends. One notable use came from supermodel Gigi Hadid, who Monstar’d herself on 12/1. 2.49M 55M USES IMPRESSIONS
JORDAN X HOUSE OF HOOPS On 12/1 NYC became the capital of defiance as Jordan took over Foot Locker House of Hoops. It began with a Facebook Live Stream and a one of a kind view with Spectacles from a graffiti artist perspective “DEFY”-ing Monstar propaganda and led into the A Boogie wit da Hoodie POV on the night of 12.1. FIRST EVER JUMPMAN23 SNAPCHAT SPECTACLES STORY
CLICK HERE TO VIEW SPACE JAM : DEFY MOBILE CONTENT IN ACTION.
PHASE METRICS
75.93M
TOTAL IMPRESSIONS
17.25M
VIDEO VIEWS
2.24M
ENGAGEMENTS
52.3K
SHARES
CHANNELS: TW/FB/IG/YTPRODUCT SUPPORT
AJ XXXI + AJ XI SUPPORT
8.01M
TOTAL AJ XXXI SOCIAL IMPRESSIONS
14.52M
TOTAL AJ XI SOCIAL IMPRESSIONS
77.1K
TOTAL CLICKS TO AJ XXXI SNKRS
75.7K
TOTAL CLICKS TO AJ XI SNKRSTHE RESULTS
201.3M TOTAL IMPRESSIONS 7.8M TOTAL ENGAGEMENTS 25M TOTAL VIDEO VIEWS 112K POST SHARES
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