To launch the new Melo M8 shoe, we wanted to develop a campaign that showcased Carmelo Anthony’s explosive game in the place it was created – New York City. With a site themed around the NYC subway system we created the 'Melo Express' and took consumers on Melo's journey back to New York with each stop on the express line unlocking exlcusive video content of Melo, designers and event details.
We also created an app that amplified Melo's larger than life persona—literally giving users the ability to place giant imagery of Melo on wallscapes around the city. Since the site was integrated with Google maps interface consumers could use their geo location to upload and share their photos on the map and through social media. They could also explore other user generated murals on the map from around the globe, and locate nearby retailers selling the shoe.
Ongoing Post-Up challenges through brand channels let partipants win prizes and gain recognition across the community.
Video interviews with Melo about his different styles of play could be watched at different stops of the M8 Express line.
At the 'Melos Explosive Game' subway stop, consumers could watch video interviews with Melo about his game style.
The Melo Express website was based around an imaginary subway line, each stop representing a different piece of content related to Melo including his game, his return to New York and the release of his new shoe.
At the 'Journey to New York' stop consumers could watch exclusive footage of Melo talking about everything from where he was born to his return to play for the New York Knicks.
Consumers could explore a 360 degree interactive visual of the new Melo M8 shoe, check out the colorways, shoe details, apparel and watch exclusive interviews with the designer of the shoe.
The Explosive Flight subway stop initially encouraged people to RSVP for an epic event in New York for the launch of the new Melo M8 shoe. Melo would make an appearance, there would be top DJs playing and an online interactive experience for those that couldn't attend in person. The Jordan Post up app was also promoted at the event. People were able to demo the app against a background image and their images were uploaded to the map on the Melo Express site. The Explosive flight section of the site housed a 'Behind the scenes of the shoot video' from the event which was created by W&K New York.
The Jordan Post-up App was created to help launch the Melo M8 shoe and his return to New York as a larger than life figure. Users could download the app for free, select from several different decals of Melo in different action positions and creately scale and position him wherever they wanted throughout their city. Consumers got very creative with the different sizes and places that they placed him, and their posts were all geo located and displayed on the Melo express website.
The App got into the top 25 sports apps in the apple store and has recieved almost 40,000 downloads since launch.
I find it important to highlight that my role in this campaign was one of strategic planning and client management. The concepts, creative, design, development and strategy were generated by the talented Blast Radius team listed below, who I had the pleasure of working with on this project:
Executive Creative Director: Mark Waggoner
Creative Directors: Greg Liburd
Copywriter: Marcus McLaughlin
Art Director: Mitsuaki Yajima
Art Director: Gavin Froome
Art Director: Joerg merz
Art Director: Greg Washington
Senior Designer: Benny Tsai
Designer: Marcus Eriksson
Designer: Brett Morgan
Designer: Jason Joo
Strategy Director: John Ounpuu
Strategist: Charles Voon
Community Manager: Stu Holdren
Development: Shaun Krislock
Development: Arch Archibold
Development: Brian Stafford
Development: Daniel Butler
Flash Developer: Jesse Ringrose
Flash Animation: Bryan Chan
Photos taken on the Jordan Post-Up App could be geo located on the map.