D-Rose #TheReturn | 2012

D-Rose #TheReturn | 2012

11/14/13 UPDATE:

I am extremely proud to say that the D-Rose #TheReturn campaign has been awarded two gold medals, and one silver, in the 2013 Hatch Awards show, held by the AdClub of Boston. It won gold in the categories of Social Mediaand Integrated Campaign. It took silver in the Creating a Movement category.

When Derrick Rose—the NBA’s youngest MVP—suffered a devastating knee injury, adidas faced a challenge in releasing his new shoe, the D Rose 3. We worked with adidas to create an interactive social media campaign that shared Rose’s rehab journey with his fans, giving an authentic behind-the-scenes look at his recovery. Using a responsive website, Facebook application, episodic videos, texts, recorded phone messages from Rose and more, we kept Rose top-of-mind while increasing sales of the D Rose 3.

Below are two videos. The first video is does a great job summarizing the digital engagement we created, from brief to results. The other gets into the emotional texture of #TheReturn, including footage from the TVC, the documentary webisodes that chronicle D Rose’s recovery, the content that was created by his fans via #thereturn, and his reaction to that outpouring of love. It’s great, and it’s for real.

The landing page for http://www.adidas.com/thereturn on 10/4/12

Over 15% of Derrick Rose mentions in social media also mention the brand (up from 0%), driving significant awareness of the link between Rose, adidas and the D Rose 3.

Over 13 million mentions in all social channels (both passively and actively supported by the campaign).

7 million YouTube video views (over 10 million minutes watched) generated, with a click-through rate of 2%.

Over 140 million people reached on Twitter, and over 400% increases in search and traffic to adidas and D-Rose properties.

We reached all of our sales goals in only three weeks.

Users can watch his return via serialized documentary-style content. We have cameras on D-Rose 24/7 during his rehab.

D-Rose is fueled by his fans, by their passion for sports, and their perseverance in the face of their own struggles. Here, they can share their stories with him and make a connection 1-on-1 as he chooses select submissions to showcase and reward with signed pairs of shoes, tickets to games, and shout outs on his Facebook page and Twitter.

We design with a Mobile First mentality … one design, all screens. Here’s the landing page from above, as it would render on a phone.

The Watch page, as rendered on a mobile device.

Naturally, BCKs can submit their words of encouragement, pictures, and videos to D-Rose directly from their phones.

To create awareness and drive site traffic, an accompanying online campaign comprised of rich media, standard, and social ads were placed into market. Ads reached our target across sports and lifestyle sites like: ESPN, Bleacher Report, Complex, Slam, Twitter & Facebook

Expanded rich media unit leveraging The Return documentary footage on ESPN.

Expanded rich media unit and homepage takeover leveraging The Return documentary footage on the Bleacher Report website.

Homepage takeover of Sole, a sneaker freak blog/site.

adidas, D-Rose #TheReturn | Conceptual OOH

Here we see some of our UGC repackaged as out-of-home advertising for the D3 collection.