Given LeBron James’ usage of Carmex in his pregame routine, Bolin created a partnership between Carmex and LebronJames.com to celebrate the 75th anniversary of Carmex and introduce the product to a younger demographic of basketball fans. As part of the relationship, we had access to Lebron James’ 16 million followers on social channels to deliver content that was compelling and interesting for his audience. Presenting: The Half-Court Academy.
The following teaser was launched on Lebron James’ Facebook and Twitter accounts, giving the brand a major lift and kicking off the mini-series.
A look behind the scenes on how we converted a local university gymnasium (on holiday break) into a set for our four-part mini-series on how to nail a half-court shot for a big pay day. Eighteen grueling hours later, we would take it all back down.