Web, online gaming, 3D product imaging, a desktop application, mobile, television, and a bricks-and-mortar product experience contributed to the integrated Air Jordan XX footwear campaign. The exclusive, limited-participant “Primetime” event generated massive amounts of buzz, with daily multimedia clues culminating in an interactive online game, hosted by Spike Lee. Game-related content was also delivered via SMS, mobile voicemail and a downloadable desktop application. Outbound e-mail, direct mail, online advertising and broadcast were deployed to drive users and registration. At NBA All Star 2005, a Jordan product space, interactive kiosks and outdoor projections solidified best-of-brand multi-channel messaging.

For the Air Jordan XX campaign, an email to members announced the contest and introduced the daily online "Primetime” hour as a means of winning. Print, broadcast, OOH, point-of-sale, a downloadable desktop application and word-of-mouth also compelled users to register. Primetime continued to drive traffic culminating in the online Tournament. The product was unveiled at the Jordan Brand XXperience space in Denver, where projections, multimedia kiosks and OOH continued to entice consumers to the web to explore the shoe. Global site changes and further email notifications drove traffic for new product colour releases.