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.
11/14/13 UPDATE
I am very proud to announce 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 Media, and Integrated Campaign. It took silver in the Creating a Movement category.
Credits
ECD: Max Fresen; CD: Ricardo Salema; Art Director: Tyler Hathaway, Marc Lassoff; Copywriting: Tony Gould
