Foot Locker's 30-day sale deserved something a little more exciting than just a 30-second commercial. So, for its Approved Heat event, we decided to extend the life of one of the commercial's characters, Maurice. The story follows the "professional entourage member" as he's booted from James Harden's entourage for wearing the same sneakers two days in a row. Over the course of the month, fans could follow Maurice's journey on Twitter as he bounced around other NBA players' inner circles.

Launch the campaign
Published
February 2014
Topics

The Story

Foot Locker's 30-day sale deserved something a little more exciting than just a 30-second commercial. So, for its Approved Heat event, we decided to extend the life of one of the commercial's characters, Maurice. The story follows the "professional entourage member" as he's booted from James Harden's entourage for wearing the same sneakers two days in a row. Over the course of the month, fans could follow Maurice's journey on Twitter as he bounced around other NBA players' inner circles.

We decided to tell our story entirely through Twitter interactions. Professional athletes tweeted @HelpMaurice and helped to "move him" from one crew to the other.

The Technology

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    Social

    Twitter

The Results

Blogs constantly picked up our story, keeping Foot Locker at the forefront of shoppers’ minds for the entire month of February.

15

Million total number of followers from the different celebrity entourages Maurice was in

72

Million PR impressions

90%

Positive sentiment in social conversations about @helpmaurice

Launch Date Feb. 3, 2013