Cannes Lions

TOURISM

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

Presentation Image

Overview

Entries

Credits

Overview

Execution

At the same time we were given this assignment, the biggest name in sports, reigning basketball MVP LeBron James, was becoming a free agent. So we saw this as a once-in-a-lifetime opportunity to turn a simple tourism promotion into a powerful movement. And that’s how “C’mon LeBron” was born.With only four weeks and $10K to play with, we relied entirely on social media, PR, and user-generated content to let the people of New York rally together to show the world’s greatest athlete why he belongs in the world’s greatest city.

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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