It's the beard. And that means beardsketball. We provided mass access to James and his most well-known feature — the beard — by turning it into a Weird Beards sour gummy, and then 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.
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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.
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0
6.5
MM
potential impressions through user-generated content
0
20
%
boost in sales directly after Houston event
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764
unpaid media-created mentions
do things people love
Trolli sales, and James' beard, just keep growing.
