It's the beard. And that means beardsketball. We provided mass access to James, and his most well-known feature, by turning it into a Weird Beards sour gummi, and then turning it into a full-on activation with James' busy beard as a basketball net.
James encourages and/or trash talks through a digitally programmed backboard.
Launched at a Houston Rockets game, Beardsketball gave fans, and viewers at home, a chance to experience taking on Mr. Harden one-on-one.
A social microsite for sending Harden sweet and sour smack talk.
An Instagram challenge, #BeardlyAwesome takeovers and Weird Beard power-ups were just part of the game plan.
06.5 MM
potential impressions through user-generated content.
020 %
boost in sales directly after Houston event.
0764
Unpaid media created 764 mentions.
do things people love
Trolli sales, and James' beard, just keep growing.