Observing the launch of the Nike KD9 through Twitter and Snapchat.

1. The Nike KD9 Premiere
Observing the launch of the Nike
by @trungho
KD9 through Twitter and Snapchat.
Image: @Postmates

2. Nike is a best-in-class
example of creating an
experience around a brand
through events and content.

3. Recently there’s been a lot of
unique pop-up events that Nike
Basketball has organized along
with creative partnerships.

4. Like the Ky-Rispy Kreme #KYRIE2 Tour
Cleveland, Ohio
May 17, 2016
Image: @NikeBasketball

5. The SNKRS XPRESS
Toronto, ON
Feb. 11-14, 2016
Image: nike.com

6. And the Nike Flex Truck (#DrayArea!)
San Francisco, CA
June 3, 2016
Image: @LizONeal, @shanetroach

8. On June 26th, Nike held a launch
event for Kevin Durant’s newest
signature shoe, the Nike KD9.
Image: nike.com

9. The day’s events were set in
New York City.

10. But the audience was really
anyone with a phone…
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11. So here’s what Nike did.

12. The Day Before…
(June 25th)

13. On Twitter and Snapchat
Creating Buzz
@nikeNYC @nikebasketball👻 nikenyc

14. Promote “Evolutionary” Theme
9 Seasons of KD Evolution
#KD1 #KD2 #KD3

15. #KD4 #KD5 #KD6
#KD9#KD7 #KD8

16. Postmates is an on-demand
delivery service that aims to
deliver anything sold in a
store or a restaurant in
under one hour.
Partnerships
Nike Partners with Postmates

17. KD9 Premiere Day
(June 26th)

18. Location: Niketown New York
Setting the Stage
Image: @NikeBasketball

19. Location: Niketown New York
Setting the Stage
Image: @xerojuan, @smokinaces1

20. Twitter and Snapchat
Getting Ready

21. Twitter and Snapchat
Getting Ready

22. Niketown New York
Kevin Durant Arrives at Niketown

23. Niketown New York
Inside Niketown

24. Community Aspect
Zoom League Players Invited
The Zoom League is
a citywide basketball
league in partnership
between Nike and
the NYC Department
of Youth and
Community
Development.

25. Event Special Features
KD 360 at Niketown
Technology powered by
Big Freeze Worldwide
Come down to
Niketown and
get your KD 360
video on a
billboard!

26. Nike x Postmates
Partnership is Functional
Postmates App
Looks like Joe is happy!

27. Nike x Postmates
KD Gets Involved

28. Nike x Postmates
(P.S. Sweet ride, Easy Money.)
Image: @The_real_Jobby

29. Nike x Footlocker
Autographs + Q&A @ House of Hoops

30. Final Event
Basketball at Dyckman Park

31. The KD9 Premiere lasted
over five hours and took
place in at least four
different locations
throughout New York City.

32. The entire day was
broadcasted live on Twitter
and Snapchat.

33. In essence, the event proved
to serve two purposes in
marketing the new KD9’s:
Create an experience around
the KD brand, while using
the event as a stage to
produce digital content.

34. Image: Jed Jacobson/The Players’ Tribune

35. Thanks for reading!
@trungho