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Special Project

Special Project
From the 7th Annual Shorty Awards

Foot Locker Horse With Harden

Winner in Contest or Promotion

Silver Honor in Multi-Platform Campaign

Entered in Retail & E-Commerce

About this entry

Foot Locker wanted to reach out to their fans in an innovative way and get them closer to superstar athlete James Harden using social media. So we decided to take a simple, beloved game and open it up for any fan anywhere to participate.

Utilizing social-mobile avenues, we were able to make the game almost as real time as actually being there and playing him in person. In the end we gave fans a good time while boosting Foot Locker's social reach. All by playing a simple game.

Why does this entry deserve to win?

Foot Locker wanted to give their fans an interactive experience that featured NBA star James Harden. We thought it would be cool to digitize a game of HORSEā€”a popular playground basketball game where players trade turns trying to make difficult shots that the other is likely to miss.

For one week, fans were invited to grab their mobile devices and record short videos of their most creative shots. They could then tweet or Instagram the videos to @footlocker with #horsewithharden.

From a remote location on the night of October 1st, James attempted to recreate the best submissions and the resulting videos were tweeted back out through Foot Locker's feed. Followers of @footlocker could watch the game unfold online over the course of several hours, even witnessing James attempt shots submitted during the event.

It was a great way to actually give hundreds of fans a chance to play one-on-one against an athlete who would otherwise be difficult to interact with on such a personal level.

The event was covered by popular sports blogs, websites and national news organizations. #HorseWithHarden had a potential reach of nearly 61 million people. Foot Locker's home page nearly doubled its average monthly traffic in the one week the campaign was live. And Foot Locker's YouTube subscriber rate increased 300% during the week of the campaign.


Video for Foot Locker Horse With Harden

Entrant Company / Organization Name

BBDO New York


Entry Credits