MaGalls.
Converse wanted to do a shoe launch and the approach was to not have any paid commercial time. All viral, all social, all earned media.
Te shoe was the CONVERSE EVO, which had “Balls” technology, pellets of foam. They wanted to go heavy on “Balls” but backed off so Charles Charles MaBalls became the billionaire industrialist Charles Charles MaGalls.
It’s not the shoes. It never was. The idea was this dweeby inventor would prove his shoes worth by besting Olympic gold medal, NBA world champion, MVP and Converse spokesperson Dwyane Wade at a game of “one verse one basketball.”
The challenge was one game, To Ten By one, gotta win by two.
After 8 million people watched MaGalls challenge Wade in a Miami parking lot, interest from sites like DeadSpin helped fuel his rage through Twitter and the like.
Produced videos detailed his harassment.
Then came the stunts. The courtside taunts, the phone number on the jumbo-tron.
MaGalls bought the billboard infront of the arena.
The game was decided by more that 2.