The solution was a live event where 3D projection technology brought Melo’s explosiveness to life on the Hudson River in NYC. We supplemented the projections with interactive gaming, social media giveaways, celebrity appearances and musical performances to further celebrate Melo, the M8s, and the resurgence of New York basketball.To put the Event on the “young baller’s” radar, we placed OOH wild postings, forged a partnership with NYC’s iconic hip-hop radio station, Hot 97, and sent social media updates to Jordan’s legions of fans.Hot 97’s resident DJs did live reads of event info and executed VIP ticket giveaways. Melo made an appearance in-studio, and station talent Angie Martinez MC'd the night itself.On Facebook and Twitter we hinted at “something about to go down” in New York, and asked users to submit a picture of their M8s to experience it for themselves.Post-Event, digital media and spot TV brought the spectacle to millions of basketball fans.

2,000+ people came out to see the event.Jordan’s accessibility on social media platforms like Facebook, Twitter and foursquare drove instant word-of-mouth and sharing.The internet exploded almost immediately following the Event, with thousands of conversations happening around Melo and the “coolness” of the live element. ESPN’s @SportsCenter handle retweeted the performance to 2.3 million followers, and many others re-published our content, including ESPN NY, CBS Sports, Yahoo! Sports, Sporting News and others.Seeing the impact this Event made, alongside the almost 100% positive reaction to the campaign on social media channels, made the Jordan client feel like they made a huge splash for Melo.