Archive for January, 2012

A KD IV Christmas: Delivering Online Engagement (and Shoes)

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Oklahoma City Thunder's Kevin Durant poses for a group photo with fans and winners of the new Nike KD Coppers in Oklahoma City, Friday, Dec., 23, 2011.  (Photo by Alonzo J. Adams)

Oklahoma City Thunder's Kevin Durant signs pairs of the new Nike KD IV Coppers for select fans in Oklahoma City, Friday, Dec., 23, 2011. (Photo by Alonzo J. Adams)

This past December, NBA superstar Kevin Durant (KD), with the help of MKTG INC and Nike Basketball, set out in his conversion van to give away pairs of his Nike Zoom kicks, known as the “KD IV Copper.”  The shoe’s unique copper colorway was developed for his Christmas Day matchup with the Orlando Magic.

KD gave away the highly anticipated shoes to fans at three different locations. The twist? No one knew where those locations were ahead of time.

To match KD’s humble demeanor, MKTG INC avoided in-store chaos with a grassroots approach that built a groundswell online. KD posted teasers about the activation via Twitter, giving fans a heads up that they’d need to keep their eyes open to score a free pair.

By featuring destinations from KD’s ‘Basketball Never Stops’ commercial, MKTG INC tied the programming to the brand, while giving fans an intimate experience with their local star.  KD tweeted the destinations in real-time, as fans flocked from all over Oklahoma City for a chance to win a pair of the KD IV Copper and meet the NBA’s quiet superstar.

The response on Twitter was overwhelmingly positive. Over 6000 related tweets were posted over the course of three days, all with one recurring theme: Kevin Durant is awesome (and generous). In fact, a Santa hat-wearing KD made ESPN’s Top 10 Plays on the night before Christmas, spreading Christmas cheer and wishing all a good night.

Oklahoma City Thunder's Kevin Durant poses for a group photo with fans and winners of the new Nike KD Coppers in Oklahoma City, Friday, Dec., 23, 2011.  (Photo by Alonzo J. Adams)

Oklahoma City Thunder's Kevin Durant poses for a group photo with fans and winners of the new Nike KD IV Coppers in Oklahoma City, Friday, Dec., 23, 2011. (Photo by Alonzo J. Adams)

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Written by Stephanie Rudnick
Stephanie Rudnick

January 18th, 2012 at 6:55 pm