NBA superstar Kevin Durant is sponsored by Nike Basketball. In the context of Nike Basketball’s campaign “All for the Game”, Kevin Durant came to Europe in September 2015 visiting three cities: Madrid, Paris and Berlin.

Task at hand

Our task was to publish content on the social media channels for the Spanish-speaking audience before, during and after Kevin Durant’s visit.

This included:

• The translation of the contents that Nike provided and their publication
• Listen & Respond: Reply to any comments and messages on social media according to Nike guidelines

During Kevin Durant’s stay in Madrid from the 4^th to the 6^th of September, we travelled to the Spanish capital to be able to provide on-site support and real-time coverage of the events.

As Nike Basketball does not have segmented accounts for different countries, but one global account in English, our strategy was to publish relevant posts in the respective languages and give local support where possible. For example, on Twitter any tweets that were published in Spanish on the Nike Basketball (@nikebasketball) account, were re-tweeted from the cross-category Nike_Spain account and we published some tweets about the event on this account. This way we made sure that we covered as much of the Spanish Nike audience as possible. Over this account we also tweeted what Kevin Durant (@KDTrey5) published on his personal account.

 

Kevin Durant’s Itinerary in Madrid

KD’s visit in Madrid had 3 main events.

1. Kevin Durant and Leo Chang (with whom he designed his latest shoe) came to the recently opened House of Hoops store in Madrid for a Q&A session.
2. Kevin Durant surprised one of his biggest fans by picking him up at home and taking him in a limo to a training session.
3. A basketball clinic and a 3-on-3 tournament in Lavapiés.

The whole event was a huge success. Crowds came to the new House of Hoops store in Madrid and the court in Lavapies for a chance to see their idol live. A huge conversation on social media started that provided a big amount of user generated content, as well.

Social reach in numbers

On Twitter at the time, the Nike Basketball account had 1.62 million followers and Nike Spain 76.5K followers. On the other hand on Facebook, Nike Basketball had 7.8 million fans and Instagram account for Nike Basketball nearly 3 million followers.

Kevin Durant posted about his European tour on his channels (Twitter 12.1 million followers, Facebook over 9 million followers).

If you want to see more about the whole ‘All For The Game’ Tour of Kevin Durant enter https://www.kdtour15.com/.