We'd prefer it to be judged as an Integrated idea. In concert, the campaign utilized YouTube, Twitter, Facebook, Instagram, and a dedicated website to organize and deliver an interactive real-time, digital broadcast of a classic playground game.

Foot Locker wanted to give their fans--high school and college-aged males—an interactive experience that featured NBA star James Harden. We thought it would be cool to digitize a game of HORSE—a popular playground basketball game where players trade turns trying to make difficult shots that the other is likely to miss. For one week, fans were invited to grab their mobile devices and record short videos of their most creative shots. They could then post the videos on Twitter and Instagram to @footlocker with #HORSEwithharden. On the night of October 1st, James attempted to recreate the best submissions from a remote location and the resulting videos were tweeted back out through Foot Locker's feed. Followers of @footlocker could watch the game unfold online over the course of several hours, even witnessing James attempt shots that were submitted during the event. In the end James topped the Internet two games to one.

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.

The whole event took place on Twitter with support from Facebook and Instagram. Teaser videos promoting the event were disseminated via these channels. Entry submissions were created primarily with mobile devices and accepted exclusively through the various social platforms. On the night of the event, videos of the chosen shots and James Harden’s response shots were fed back out through Twitter, Facebook and Instagram—where the event essentially became a social media-enabled “broadcast.”

Foot Locker wanted to increase their social media footprint amongst their fans and by and large. The Foot Locker target is typically high school to college-aged males. We thought there was a way to take a classic game and make it more current for them. Plus, the idea was about competition and being able to interact with pro athletes—both audience and brand staples.