Branded Entertainment in the USA is largely relegated to online content and is rarely seen airing on television stations.

The whole event took place on Twitter with support from Facebook and Instagram. Submissions were created primarily with mobile devices and accepted exclusively through various social platforms. Everything about it was digital.

The event was covered by popular sports blogs, websites and national news organizations. #HORSEWithHarden had a potential reach of nearly 61 million people. Foot Locker’s home page nearly doubled its average monthly traffic in the one week the campaign was live. And Foot Locker’s YouTube subscriber rate increased 300% during the week of the campaign.