In this fan-requested Twitter campaign called #PlayMyTweet, athlete James Harden takes basketball shots to avoid dares. The humorous campaign lets fans tweet their challenges using the #PlayMyTweet hashtag. The most popular tweets are then written on basketballs that Harden shoots into the net. However, if the NBA star misses, he must complete the challenge.
Some of the most humorous challenges include taking a selfie with a camel or riding a tricycle dressed as a clown. There are a few serious challenges as well, these include things like making a donation to the Veterans Affairs Hospital.
This campaign was created by BBDO New York and Foot Locker. James Harden has been working with Foot Locker over the past few years to build a strong relationship between the fans and the NBA star. This particular stunt is one way to create a this relationship, which also humanizes the popular basketball star.
Athlete-Challenging Campaigns
This Ad for #PlayMyTweet Combines Basketball and Twitter Dares
Trend Themes
1. Interactive Twitter Campaigns - Businesses should leverage social media to create interactive campaigns that engage fans and generate viral content.
2. Collaborative Partnerships - Partnerships between brands, celebrities, and agencies can lead to innovative marketing campaigns that engage customers in new and exciting ways.
3. Celebrity Challenges - Challenges involving celebrities can generate engagement and buzz, and are particularly effective when they are humorous or unexpected.
Industry Implications
1. Sports Apparel and Footwear - Sports apparel and footwear brands can utilize athlete partnerships to engage fans and create humorous and interactive campaigns that showcase their products.
2. Advertising and Marketing - Ad agencies can collaborate with brands and celebrities to create innovative and engaging marketing campaigns that leverage social media and generate viral content.
3. Nonprofit and Charitable Organizations - Nonprofits and charitable organizations can partner with celebrities and brands to promote their causes, and can generate buzz and engagement by creating interactive challenges for supporters to participate in.