This campaign had four phases. First, establish “Kobe as the Master” by releasing his training manifesto poster in key basketball publications and on basketball courts.Second, release “Lessons from the Master” featuring Kobe’s Signature Moves in TV and digital and his inspirational training quotes in Print, Outdoor and Digital. The 4-week training program launched across Nike’s website and its newly launched SNS “Baller’s Network”.Third, time to build buzz around “Kobe and His Mentu”. We launched the show trailer in TV and digital and flipped key OOH units to promote the airdate and nikebasketball.com.cn shifted focus from training to entertaining.

Finally in “The Master Teaches his Mentu” it was showtime for the 6-part documentary airing daily on China’s only national broadcast sports network. Daily show teasers in TV and print featured additional show content online, while web drivers in the show drove kids online for more training tips.

We ran the six episodes back to back in prime time on CCTV5, the country's only national sports channel. Strength of the content resulted in two additional airings – once on the same national sports channel, and once in Guangzhou (tier 1 market, basketball influencer city).Documentary Viewership: • CCTV5 June - 10.4 million viewers (all China); • GZ sports channel July bonus airing - 115,000 viewers in GZ; • CCTV5 Dec bonus airing - 13 mil viewers (all China); • 300,000 episodes watched online.Additional Highlights:• First brand to use Bluetooth on courts. Achieved 10,000 downloads of wallpapers, videos & games in 27 days in Beijing and Shanghai; • 21.6 million games played on Kobe Mentu virtual court in Freestyle Online Game;• 17 million online views of various video content; • 125 million TVC impressions;• 145,000 members recruited in first 45 days for Nike’s SNS ‘Baller’s Network.