LEBRON JAMES
Helping a global icon rebrand himself.
LeBron James's brand took a massive hit when he announced he was "taking his talents" from Cleveland to Miami in an
ill-advised TV special on ESPN. He came to us with one simple request: Make him likable again. So we created the first ever site for a premier athlete in which the entire experience was handed over to the fans. Users were invited to post comments—good or bad—photos and videos. The more engaged users were, the more they were rewarded and recognized on the site.
LeBron's Facebook, Twitter and YouTube content was integrated into the site enabling him to be more accessible to his fans. We even convinced LeBron to post personal photos from his phone—something that came in handy when Team USA Basketball took home the Olympic gold medal two weeks after the site launched.
RESULTS: The site's engagement rate increased by more than 500% after launch.
He added 6 million Facebook fans and 7.8 million Twitter followers as well, increases of 60% and 200% respectively.
Helping a global icon rebrand himself.
LeBron James's brand took a massive hit when he announced he was "taking his talents" from Cleveland to Miami in an
ill-advised TV special on ESPN. He came to us with one simple request: Make him likable again. So we created the first ever site for a premier athlete in which the entire experience was handed over to the fans. Users were invited to post comments—good or bad—photos and videos. The more engaged users were, the more they were rewarded and recognized on the site.
LeBron's Facebook, Twitter and YouTube content was integrated into the site enabling him to be more accessible to his fans. We even convinced LeBron to post personal photos from his phone—something that came in handy when Team USA Basketball took home the Olympic gold medal two weeks after the site launched.
RESULTS: The site's engagement rate increased by more than 500% after launch.
He added 6 million Facebook fans and 7.8 million Twitter followers as well, increases of 60% and 200% respectively.
