Launching a Social Response Lab to Supercharge Super Fans.

The anticipation around 2012’s NBA finals was at it’s highest in years due to the questions surrounding Lebron. To pour fuel on a fire that was already already burning hot, we tracked and entertained fans across social channels, turning their social commentary into custom artwork featuring their favorite players and footwear. Over 3 million posts, likes and tweets later, the campaign ended with the creation of a limited edition book containing the 75 lessons we shared throughout the campaign and a selection of some of the best fan art created.