1. Establish a deeper "family level" association between Finish Line and The Migos
2. Drive the consumer connection between Finish Line and the latest and greatest sneakers
3. Plug into all platforms and consumer types to extend the brand content
Goals:
1. Content visibility
2. Site Traffic
3. Social community growth
4. Deliver culture energy into national stores
5. Make Finish Line central to the moment
The Story:
Quavo came to the Finish Line team with a big idea. He wanted to hook up the kids at his old high school like never before. We took him up on the challenge and created 15 total pairs for the world, all going to the lucky kids at Berkmar High. Quavo pulled up to the game in his custom new McLaren 720S supercar. He fired up a selfie video complete with FInish Line shout outs, and escorted the team into the locker room to check out their new footwear. They freaked. Quavo posted. LeBron freaked. The internet freaked. LeBron asked for a pair and Quavo delivered on behalf of Finish Line...on national TV.
Some of it was planned, some of it was luck, here's how it all went down...
Product Strategy: Partner with one of the most relevant footwear customizers on the planet (Mache) to create custom sneakers that could not be ignored, by anyone
Content Strategy: Partner with Quavo and The Migos to build custom LeBron XVs for the members of the varsity team at Quavo's old high school
Media Strategy: Partner with an exclusive roster of media partners to provide the content directly to lead the editorial extensions and continue to throw gas on the fire as the content spreads
Implementation Strategy: Allow Quavo and The Migos to lead the story and act as the authentication that extends the content forward
Finish Line Channel Strategy: Use all of our omni channel touch points to extend the story and show the power of our integrated multi-platform brand engine
Content Implementation Touch Points:
Finish Line social channels - IG, IG Stories, TW, FB, SC
Finish Line in store screens - live in over 90 doors nationally (publishing real-time content)
Finish Line blog
Finish Line homepage + website
Finish Line app
LeBron James Twitter (twice)
TNT National TV ad
TNT National TV court side interview
Billboard
USA Today
World Star Hiphop
Sole Collector
The Source
Quavo's IG - video post first
Offset's IG
Takeoff's IG
The Migos IG
Complex Sneakers
Hypebeast
Slam Magazine
One Day Reach - 69,318,000
One Day Video Views - 2,234,273
One Day Social Shares - 171,623
Overall Media reach - 500,000,000
Finish Line site traffic spiked during key moments of the roll out including TV
Increases observed during roll out of longer content consumption on FInish Line app
Finish Line organic google searches spiked during key moments of roll out including TV
Finish Line Instagram following increased by 1% in 24 hours
