NBA star Carmelo Anthony was traded to the Mecca of hoops. Jordan wanted to draft off that momentum, while communicating the "explosive" theme behind the Jordan Melo M8. We developed an NYC transit theme for digital, which related both to the 'get out of the way' performance attributes of subways and Melo's blue collar game. The resulting microsite featured, not only exclusive content and a unique interactive experience from the traditional agency, but an integrated Google Map interface displaying user generated content from around the world.

 

"But yo! Where did this user content come from?"  Good question. We built an iPhone app, Jordan Post-Up, that allowed consumers to create location-tagged custom posters by superimposing campaign-related images onto their own photos and share them across social. In addition, users could check out other nearby photo posts as well as locate retailers. Ongoing Post-Up challenges through brand channels let partipants win prizes and gain recognition across the community. 

 

I helped develop the concept and worked with both web and mobile teams to bring Melo Express to life in one of the tightest campaign launch timelines in our agency's history. However, I did get to ride around NY using the app to test and seed it, not the worst few days at the office.