Nike Basketball · Brand Campaign

MAMBA DAY

April 13, 2016. Kobe Bryant's final NBA game. One day to own the conversation around the most polarizing athlete on earth. We invited the world to share their last word on the Black Mamba, then got out of the way.

Kobe walking out to his final game Kobe Bryant on court
Kobe Bryant under the lights
2.9B
Owned & earned impressions · #1 trending on every major platform · 7K mentions a minute
Rival, a Last Word poster Passion, a Last Word poster
Last Word posters shared by athletes

A roster film with 34 Nike athletes. Last Word posters that reached 100M fans with zero paid media. The world's first branded athlete emoji. A fan generator that made 368K posters in five days.

The custom Kobe 11 Twitter emoji Lil Wayne and Bill Clinton using the Mamba Day emoji
Celebrities using the Mamba Day Snapchat filter
266M
Views on the Mamba Day filter. The most viewed in Snapchat history, 4× anything before it
Special edition Mamba Day Kobe 11
Nike Basketball's
best social campaign ever.
The Conductor: 20M views, 48M impressions, 896K engagements in 24 hours. The best performing post in Nike Basketball history. My role: strategy, development, execution, and implementation.
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