BBDO NY, Foot Locker Challenge James Harden to ‘Play My Tweet’

BBDO New York launched a fun digital/social effort for Foot Locker, teaming up with James Harden for “Play My Tweet.”

As Harden explains in the above video, the promotion is pretty straightforward: simply send a tweet to @FootLocker with something you want to see Harden do using the hashtag #PlayMyTweet. Foot Locker will then print basketballs with selected tweets on them and if Harden misses the shot he’ll perform whatever the tweet says (except shave his beard). Some suggestions given in the video include yodeling, eating a raw onion and talking trash in a British accent, but the possibilities are practically endless (just no beard shaving). The description for the video reminds viewers to “Keep it clean” and that “only the best get chosen, so be creative, have fun and challenge James Harden to play your tweet.” This is a good example of the kind of social promotion that could actually keep fans engaged as it allows them to creatively engage with the brand and a star athlete, while also keeping them anticipating the final result. Harden will follow through with the promotion when he shoots the “#PlayMyTweet” challenges on October 8. Just don’t expect him to shave his beard.