Does anybody else love the Kobe System? I had no clue what it was after watching all the YouTube clips, but I was hooked by curiosity! The star-studded line-up of characters in the video appeal to several target markets. Among the celebrities are: Kanye West, Jerry Rice, Richard Branson, and Serena Williams. From a record-breaking rap star, to top athletes, to a wealthy entrepreneur, all the characters symbolize success in their industry.
The videos definitely stimulate hype and generated buzz for Nike. In fact, I didn’t figure out what Kobe System was until I asked my friends. Apparently, it’s a shoe! But what I really want to highlight is how well the media for Kobe System is integrated. The videos are posted on YouTube as well as on Kobe Bryant’s Facebook Fan page. There is also a Twitter hashtag (#KobeSystem) for followers to tweet about. If you visit the Nike Website, you will find the Kobe VII Shoe for sale as well as the option to customize the shoe to your personal taste via NIKEiD. Altogether, the message across the channels are relevant, consistent, and participatory–it follows the three laws of branding according to Tjaco Walvis.
In my opinion, this is another home-run campaign created by Nike, (–and I’m not just saying that because I love Kobe and Nike!)
Thoughts?