Lighter than Air or an Aston Martin?

The Nike Hyperdunk is the company’s lightest and strongest basketball shoe ever. Weighing in at only 13 oz., the Hyperdunk is 18 percent lighter than the average Nike basketball shoe, giving you better performance on the court, and, apparently, allowing you to jump over speeding Aston Martins.

Nike produced two co-branded videos, featuring basketball superstar Kobe Bryant jumping over a speeding Aston Martin and a pool of snakes together with the Jackass Crew.

Content. Activation. Attention.

The content of the video is great because it is just on the verge of unbelievable, but not crossing the line. Did he actually do it? Since the content is of such high quality, the activation phase is easier. People pass it on, if it is good enough. Companies still need to work professional with placing their content on the right channels though. Attention is difficult to speculate about on this one, but having constructed the campaign with multiple clips, Nike managed to generate more than 7.5 million views over the first running weeks of the campaign–just on YouTube. More than 1.5 additional views came from spoof videos or responses to the campaign. In addition, several of the spoof videos link to the original ones which creates a more vibrant user experience as well as better results for the campaign.

Did Kobe actually do the jumps or where they fabricated? Judge for yourself.

Aston Martin

Pool of Snakes

Aston Martin

Pool of Snakes