Challenges
How do you take an unknown basketball sneaker brand and make it a must-have to the urban teen market? But that’s not all. Due to Protege’s exclusive contract with Kmart, iNDELIBLE had to prove that a mass retail brand can have legitimate street cred.
Solutions
-
Developed an interactive portal making a hero of the Protégé brand and its respective lifestyle with "The Zone,"a social community geared to basketball die-hards
-
Created a Protege Dream Team with some of the best streetballers in the world and toured throughout the Tri-State area.
-
Leveraged the star power of rap sensation Fat Joe, basketball legends Al Harrington and Robert Roger Mason, and Superbowl MVP Deion Branch.
Results
-
Built a highly engaged community with hundreds of UGC uploads and an interaction rate of over 500%- higher than brands like Skittles, Nike, Oreos and Coca-Cola
-
Online advertising campaign resulted in CTR over .85%, far exceeding all benchmarks and doubling the CTR from the previous year.
-
Mobile campaign crushed expectations with an interaction rate over 9%
-
Revenue exceeding all forecasts since campaign launch
Awards & Recognition
-
Reggie Awards: Gold Winner, Best New Product Launch (2010)
