Last month, BBDO New York launched its “#PlayMyTweet” social campaign for Foot Locker, calling on fans to tweet requests to @FootLocker for a twist on the game of horse with James Harden filling all legitimate requests (which are printed on the balls) of each shot he misses. Last Thursday, the agency and Foot Locker held the event, hosted by ESPN anchor Kenny Mayne, and released an overview of the action the next day.
The “Play My Tweet Recap,” which runs almost seven minutes long features Harden filling such requests as taking a selfie with a camel and singing “I’m A Little Teacup.” Harden proves himself to be a nice guy by fulfilling requests for shots he misses if they’re for a good cause, such as when he agrees to visit a school because he values education or meet with a young fan on the sidelines.
While the most outrageous of the requests are certainly entertaining, the video definitely suffers from a lack of editing, as even diehard Harden fans will likely tire of the schtick by the conclusion of the video. Still, BBDO deserves credits for coming up with an interesting social initiative and pulling off its execution. The fact that several of the requests shown benefit good causes also helps make Foot Locker look good by association and while it’s likely not everyone stuck around for its entirety, “Play My Tweet Recap” has racked up over 250,000 views on YouTube since being uploaded Friday. Harden, meanwhile, must be relieved to have made the shot that otherwise would have meant wearing a chicken suit for an unspecified period of time.
Credits:
Agency: BBDO New York
Client: Foot Locker
Title: #PlayMyTweet
Chief Creative Officer, Worldwide | David Lubars
Chief Creative Officer, New York | Greg Hahn
Executive Creative Director | Chris Beresford-Hill
Executive Creative Director | Dan Lucey
Art Director | Martins Zelcs
Copywriter | Bryan Stokely
Director of Integrated Production | David Rolfe
Associate Director of Digital Production | Joe Croson
Event Producer | Olivia Boutcher
Interactive Producer | Eric Bloom
Projects Lead | Michael Gentile
Director | Janelle Van Wonderen
Account Manager | Nick Robbins
Assistant Account Executive | Samuel Henderson
Senior Digital Strategist | Rhys Hillman
Production Company | The Kitchen
Director | Lawrence Chen
DP/1st Cam | Jon Chen
Live Event Editor | Keith Vogelsong
Executive Producer | Renee Haar
Line Producer | Jonathan Hsu
Editorial Executive Producer | Sasha Hirschfeld, Mackenzie Cutler
Editor | Nick Divers, Mackenzie Cutler
Music Composition | Cameron Thompkins