Jordan Brand Post-Up App
- Brand
- Jordan Brand
- Year
- 2011
- Objective
- Engagement
- Industry
- Fashion
- Platform
- Mobile web
- Agency
- Academy
- With
- Blast Radius
- With
- Jordan Brand
Objective
Jordan Brand launched Carmelo Anthony's signature shoe line in 2011 by engaging passionate fans through participatory digital experience. The campaign aimed to create buzz around the new Melo shoe through interactive user-generated content that elevated fans to the center of the brand narrative.
Solution
The Post-Up App allowed users to upload photos of Carmelo Anthony and see them displayed as oversized AR murals on urban buildings and wallscapes in their cities. Users could discover and explore crowdsourced murals created by other fans. The campaign was complemented by physical activations including a building projection at scale showing Carmelo running and shooting, and a pop-up experience installation called 'Flight Lab 159' on Bleecker Street in Greenwich Village designed to immerse visitors in the Carmelo Anthony brand universe.
Results
Not published.
