Cannes Lions

NEW YORK CITY TOURISM

BBH, New York / NYC & CO. AND WARNER BROTHERS / 2011

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Overview

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Credits

Overview

Execution

Because this project was grassroots in nature, we wanted everything to truly come from the people who live and breathe this town. So instead of creating an ad campaign, we chose to spark a movement.

All of our creative executions worked together to provide a platform for New Yorkers to spread the word, online and on the street. Social media tools like Facebook and Twitter served as digital hubs to rally support and post user-generated content. A Pledge Map on cmonlebron.com allowed fans to give LeBron personal incentives to come to NY. Posters, stickers, and t-shirts were distributed to give the movement a physical presence on the street. And the free PR from celebrity involvement and international press helped give this local rallying cry the kind of global voice that money can’t buy.

Outcome

Simply put, our goal was to get New Yorkers to show LeBron (and the world) what makes this city so special. And in that sense, we completely exceeded our expectations.We turned a tiny $10,000 budget into over $3,000,000 in earned media.We transformed a local catchphrase into a global movement, as “C’mon LeBron” became a hot topic for sports, entertainment, and financial news sources around the world.And most importantly, we got one of the most diverse cities on the planet to come together for a single cause, showing why there truly is no place like New York.

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