MAMBADAY





FOR KOBE’S FINAL GAME, HE WENT OUT WITH THE SAME DUALITY THAT DEFINED HIS CAREER. 





If you loved him in the 90's - love him like never before. If you hated him 6 years ago - hate him today. Kobe wanted to hear what the world had to say, positive and negative, and our campaign let the world do just that.

We had two KPI’s: Own the conversation around Kobe's last game, and immortalize Kobe by giving him his own dedicated day, Mambaday.

We broke into the conversation, then we broke all previous records for engagement with Nike Basketball, then we got 2.9 billion impressions, #1 trend on all social platforms, #1 geofilter in Snapchat history, 7,000 #MambaDay mentions per minute at peak, then Kanye made a MambaDay shirt, and #MambaDay organically became the official hashtag of the day.

Now every April 13th is known as Mambaday.


Role: Creative Direction
Client: Nike Basketball
Agency: R/GA
Collaborators: 
Nickolaus Sugai







THE MAMBA DUALITY


The campaign visuals started with reinforcing the duality of Kobe’s personality and career, celebrating the positive side but also aknowledging the negative stigmas. 



































THE LAST WORD


As the final game approached, we activated the largest push of athletes in Nike history. Stars from all different sports and countries came together to weigh in on Kobe’s duality, and give their “last word” on who Kobe is to them. This brought massive campaign awareness and engagement without the use of any paid media.
































THE LAST WORD GENERATOR


It was now time to get fans involved, so we gave the world a platform to let Kobe know how they felt. Being R/GA, we just had to make a damn image generator to let everyone create a “last word” asset exactly similar to the ones Nike athletes posted.























SNAPCHAT GEOFILTER


For the final game, we created a global Snapchat geofilter with an image of Kobe waiting for you to give your last word. It was the most used geofilter in Snapchat history, idk if it still is, but who really uses Snapchat anymore? 



















TWITTER EMOJI


On game day, we launched the world’s first branded athlete emoji on Twitter. All uses of #MambaDay generated a Kobe 11 shoe graphic. Fans, celebrities, media outlets, an ex-president, Drake, the art school I went to (unknowingly), even competing brands and their athletes ended up stamping their message with a Nike shoe and swoosh. The emoji automatically turned the entire world into Nike brand ambassadors. 





















































This couldn’t have been done without true collaboration between R/GA, W+K and Nike creative teams.
All credit for the campaign’s success goes to Kobe and his 60 point final game.

Mark