How do you create targeted curiosity, hype and social conversation around new product in advance of retail availability?

Bring Johnny Kilroy to life through social media by giving him a unique personality that solicits reaction from the target consumer and establishes a clear call-to-action.

We engaged consumers with a Twitter scavenger hunt providing clues related to the shoe, the Kilroy personality and of course, Michael Jordan.

Each touch point gave the Jordan Brand an opportunity to create conversation and give the consumer something to participate in –marrying offline to online.