Rolling with the Champion (UNINTERRUPTED & UBER)

Marketing Strategy / Content Creation / Talent Communications / Brand Collaboration / Copywriting

About:

• A digital campaign featuring LeBron James, Kevin Durant, and Cari Champion 

• An extended digital interview series that complemented on-air commercial spots, designed to engage audiences with deeper conversations featuring some of the biggest names in sports. 

Role: 

• Leadership: Directed the digital campaign's development and execution, synchronizing with commercial spots aired during the NBA All-Star Game 2018

• Content Curation: Managed all promotional content involving the featured talent, ensuring alignment with the campaign's core message and objectives

• Brand Collaboration: Collaborated closely with the brand partner, providing strategic advice on the overall content execution to maximize impact and viewer engagement

Impact

• 11.7M+ views in first 7 days

• 1.5M+ likes on Instagram

• 3 weeks of news-cycle domination, ad went “viral” 

• Cannes Bronze Lion award in the "Entertainment: Sports for Good" category 🏆🏆🏆

Campaign Elements 

• Full feature on YouTube 

• Supporting assets on Uninterrupted’s social media pages, example here 

• Social media support from LeBron James, including his official response to Laura Ingraham’s controversial “Basketball stars should shut up and dribble” comment, sparking the "I Am More Than An Athlete" movement

• Social media support from Kevin Durant, including a featurette on KD’s YouTube 

• Social media support from Cari Champion, including a series of satirical tweets revealing “facts” from the now famous shoot

• Social media support from 20+ professional athletes backing LeBron’s #wewillnotshutupanddribble response, including Draymond Green, Dwyane Wade and Tyrod Taylor