Enter #MambaDay. Our goal: to control the newsfeed, dominate hoops culture for the day, ensure Nike’s “Conductor” video was seen by the most passionate basketball fans and cultural influencers, and tie in the launch of the limited-edition Kobe 11 at the same time. If we did all this, we’d put Nike in the position to put the right exclamation point on Kobe’s historic career.

Our “First View” buy on Twitter -- the go-to destination for real-time basketball chatter -- set up ‘The Conductor’ video as the first promoted tweet seen in feeds across the country on #MambaDay. Working with Twitter, we created a never-done-before shoe emoji. On April 10th, whenever fans tweeted #MambaDay, the hashtag transformed into a limited-edition Kobe 11. Next, through our targeting of sneakerheads and hardcore hoop fans, the “Conductor” video was promoted across digital channels that included Facebook, YouTube, Twitter, Snapchat. On NBA2K, the premier basketball video game on PS4 and Xbox, we launched a first-of-its-kind video showcase on the game’s main menu, and we gave gamers the opportunity to outfit their players in limited-edition Kobe 11s. Most importantly, across social channels, our #MambaDay hashtag ensured Nike controlled the conversation around Kobe’s last game.

On Twitter, we delivered the most talked about promoted trend ever. Our custom Kobe 11 emoji was tweeted over 2.1 million times -- including messages from some of the biggest names in sports and culture: Bill Clinton, Lil Wayne, and Muhammad Ali.

On Snapchat, our #MambaDay filter reached an audience of over 226 million.

Across digital channels, the “Conductor” was viewed over 36 million times.

At the end of the day, the limited-edition Kobe 11’s sold out, and we broke records. Best of all, we made sure Kobe -- and Nike -- got their due.