Nike wanted to connect with Chinese ballers by developing a piece of content that could inspire them to train and establish Nike and Kobe as the authority in basketball training. The idea is based around the fact that Kobe is the hardest working player in the NBA. He credits his success to training and repetition. Mentu is Chinese for disciple. 24 basketball players were selected from all over China, brought together under one roof. They spent 2 weeks in an intensive training camp with Kobe in LA. The 12 best of the best were selected as Kobe’s disciple and put into two teams for a final game in Beijing. The whole documentary is produced as a 6-part TV series supported with a comprehensive Print/OOH/online training program/digital/mobile game supporting.
We rolled out media in phases. The first phase established Kobe as the master in training. The second phase got kids to start training online via digital training program. The third phase provided training inspiration and knowledge via 6 episode TV show and accompanying online extras. Online extras included additional story footage, player interviews, coach interviews, Kobe interviews and full training program, mobile video game. We also designed a Mentu basketball court on Freestyle.com
From April to June we have the following audience reach.
37 million TVC and TV show impressions ( The TV series was shown twice on CCTV – China’s national broadcaster, plus further airings on city and provincial networks around China)
31.8 million OOH impressions
95.7 million Print impressions
16.3 million training videos viewed online
3.4 million visits to the website
300,000 actual episodes viewed online within first 5 days
The site we developed is still live and can viewed at:
Special thanks to Bill, wouldn’t have happened without him and was a great way to push collaboration with W+K Entertainment beyond the US.