The Campaign

Defy The Post : WeChat Takeover A gamified mobile WeChat experience with the Monstars at the helm, filling up the WeChat social feed with fake social posts. Ballers play to take back control of their social feed.

Creative Execution

An intergalactic basketball challenge disguised within two of China’s most influential sites, Tencent NBA and Hypebeast. WeChat Feed Takeover The WeChat feed gets taken over by faux Monstars posts to show dominance on the internet. Influencers such as Li Na, Wang Da Lei, and Blackie Chen drop in to make a cameo. Tencent NBA : Satellite Hoops On the Tencent site, a moving satellite hoop hovers on the page for ballers to score on. Shoot the ball to activate the lasers. Make 3 shots in a row to blow it up to smithereens. Hypbeast : Hurricane Spin Moves Spin the ball to create a hurricane that blows away the Monstars chillin’ in the Hypebeast site. The faster the spin, the crazier the site breaks, breaking through the galaxy.

Describe the success of the promotion with both client and consumer including some quantifiable results

144K ballers defied the Monstars, with 32K joining the official Jordan WeChat account making the takeover a success and the best performing WeChat campaign to date.

Explain why the method of promotion was most relevant to the product or service

To create hype for Air Jordan XXXI Space Jam Colorway and celebrate the 20th year of the film, Jordan Brand got the Monstars to take over everyone's Wechat Moments feed so users can take it back through a gamified mobile experience.

With the Monstars taking over the interwebs, what’s the best way to get ballers to fight back? Give a shoutout on WeChat - China’s most popular social network - and do a takeover.