Blast Radius, an interactive agency, is pleased to announce the launch of the Air Jordan XX2 campaign on jumpman23.com, the official website of the Jordan Brand. This launch is part of the fully integrated Jordan Brand kick off which occurred throughout the lead up to the 2007 All-Star Weekend in Las Vegas.
Jumpman23.com, which is dedicated to providing exclusive interactive features for Jordan fans, began the fully integrated digital campaign in late January with a teaser video of an aspiring athlete who would eventually be the central figure in the overall digital campaign. The complete digital consumer experience of the new Air Jordan XX2 shoe has now been fully unveiled on Jumpman23.com, and extends into mobile content and cross marketing programs. The different types of media were launched in a planned sequence with the national television advertising campaign. The experience includes a fully immersive 3-dimensional feature environment with exclusive downloads, video content, and extensive performance and technology content about the Air Jordan XX2.
“Jordan always seeks to use leading edge technology to create relevant experiences for our consumers and our loyal brand ambassadors. This requires innovative and engaging strategies, including direct-to-mobile technology, and exclusive podcasts,” said Emmanuel Brown, Digital Marketing Manager for Jordan Brand. “What we strive to do with Blast Radius is use their unique innovations and understanding of customer experience to redefine how Jordan can communicate and engage with our consumers.”
The Air Jordan XX2 interactive content will appear in several spaces online, including exclusive podcasts, regular JordanTV updates and social media sites as well as being available via mobile and on digital signage at select retailers. The website will also offer consumers a means to register their Air Jordan XX2’s in exchange for exclusive content and certification of authenticity.
“We really approached the campaign strategy by trying to answer the question of what would be the most impactful way to reach Jordan’s consumers with relevant and rewarding content and experiences,” says Michael Smit, Senior Director, Client Services at Blast Radius. “The Jordan Brand has at its very core a legacy of innovation and surpassing – and changing – expectations. We wanted to embody this with the campaign.”
About Blast Radius
Blast Radius (blastradius.com) helps businesses deliver innovative and profitable customer experiences by combining business strategy, experience design, and industry-leading technologies, including its on-demand Customer Experience Platform. With offices in the U.S., Canada and Europe, Blast Radius has formed relationships with companies such as AOL, BMW, Electronic Arts, Heineken, Intrawest, Jenny Craig, Newell Rubbermaid, Nike, Nintendo, OfficeMax, Philips, and Whirlpool.