1. BLACK MAMBA:
MIXX CONFERENCE 2011
OCTOBER 3, 2011

2. @ANDYPAWLOWSKI:
GLOBAL DIGITAL LEAD FOR
NIKE BASKETBALL

3. @ANDYPAWLOWSKI:
GLOBAL DIGITAL LEAD FOR
NIKE BASKETBALL

4. @SAMMI77
CREATIVE DIRECTOR FOR
NIKE BRAND AT R/GA

5. @SAMMI77
CREATIVE DIRECTOR FOR
NIKE BRAND AT R/GA

6. A FRAMEWORK FOR
NBA STORYTELLING
THROUGH SOCIAL MEDIA

7. LISTEN TO THE ATHLETE /
PRODUCT INSIGHT

8. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
LISTEN TO THE ATHLETE / PRODUCT INSIGHT
“I DON’T JUST FLIP A SWITCH AND BECOME
THE BLACK MAMBA WHEN I’M CHALLENGED.
WHEN I STEP ON THE COURT I AM THE
BLACK MAMBA.” - KOBE BRYANT

9. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
LISTEN TO THE ATHLETE / PRODUCT INSIGHT
IT WASN’T ABOUT
A MOMENT IN THE GAME,
BUT RATHER ABOUT
THE GAME ITSELF.

10. ATTACK QUICKLY

11. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
ATTACK QUICKLY
SOCIAL MEDIA BRING US CLOSER TO THE ACTION
THERE ARE NOW OVER 1 BILLION TWEETS PER WEEK
GROWTH IN MOBILE USERS IS UP 182% THIS YEAR
100M MONTHLY USERS - UP 82% SINCE JANUARY 1
230 MILLION TWEETS ARE NOW BEING SENT DAILY

12. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
ATTACK QUICKLY
WHY HASN’T IT BEEN DONE?
WHY WON’T THIS WORK?

13. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
ATTACK QUICKLY
WHY HASN’T IT BEEN DONE?
WHY WON’T THIS WORK?
THIS IS NOT EXACTLY THE WAY
THAT TWITTER LIKES YOU
TO USE TWITTER.

14. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
ATTACK QUICKLY
OUR CHALLENGE:
HOW DO WE BUILD A SYSTEM
THAT REFLECTS THE REALITY OF THE GAME?
“IT’LL NEVER BE APPROVED.”

15. IT STARTED WITH
THE CONSUMER

16. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
IT STARTED WITH THE CONSUMER
WHEN SOMETHING INSPIRES THEM,
THEY “TALK” ABOUT IT, IN REAL TIME.

17. 40% OF COLLEGE FACULTIES
REQUIRE STUDENTS
TO USE SOCIAL MEDIA
IN THEIR COURSEWORK

18. AMPLIFY AND ELEVATE
EXISTING BEHAVIOUR

19. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
AMPLIFY AND ELEVATE EXISTING BEHAVIOUR
LET EXISTING KOBE TWEETING
IMPACT OUR EXPERIENCE…

20. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
AMPLIFY AND ELEVATE EXISTING BEHAVIOUR
...AND MANIPULATE CURRENT BEHAVIORS
TO CONNECT TO THE BRAND. MAKE IT EASY.
USE #MAMBAMOMENT
AND HAVE A CHANCE TO WIN NIKE ID SHOES.

21. OFFER REAL VALUE

22. BLACK MAMBA: MIXX CONFERENCE
OCTOBER 3, 2011
OFFER REAL VALUE
WHAT DO YOU HAVE THAT NO ONE ELSE DOES?
OR, WHAT CAN YOU OFFER
BETTER THAN ANYONE ELSE?

23. OCTOBER 3, 2011

24. OCTOBER 3, 2011

25. THIS IS NOT A CAMPAIGN

26. BUILD SCALABLE TECH PLATFORMS
THAT ENGAGE CONSUMERS

27. BUILD SCALABLE TECH PLATFORMS
THAT ENGAGE CONSUMERS
...AND THEN EVOLVE THEM

28. NIKE BASKETBALL EVOLUTION

29. NIKE BASKETBALL EVOLUTION

31. KOBE:
REAL-TIME SOCIAL MONITORING
AND MEASUREMENT ENGINE
KOBE

32. KOBE:
REAL-TIME SOCIAL MONITORING
AND MEASUREMENT ENGINE
EPIC:
SCALED TO THE ENTIRE LEAGUE KOBE
TO SYNC WITH SPORT MOMENTS
EPIC

33. KOBE:
REAL-TIME SOCIAL MONITORING
AND MEASUREMENT ENGINE
EPIC:
SCALED TO THE ENTIRE LEAGUE KOBE
TO SYNC WITH SPORT MOMENTS
COLLEGE: EPIC
REAL-TIME DIGITAL REWARDS
AND OOH CONNECTIONS BASED COLLEGE
ON SOCIAL ACTIVITY

34. #THANKS
OCTOBER 3, 2011