While Tom Brady may be getting all of the attention from Boston sports fans over the next couple weeks (and rightfully so), Celtics’ big gun Kevin Garnett has scooped up the lion’s share of the mobile buzz.
Thanks to Adidas’ “Basketball is a Brotherhood” campaign, over 65,ooo people have texted to a shortcode to receive an inspirational message from Garnett since the campaign launched just two months ago. What’s more… 25K of the texters have called back and left messages for Garnett. Users also have options of creating customized ringtones and loading up personalized mobile greetings voiced by KG.
While I’d love to see them extend the interactive portion to the out-of-home market, the roots of the campaign show excellent cohesion- remaining mindful of the user experience throughout each component. I can only imagine what would happen if they brought this to a big screen at the Garden (hint, hint).
A tip of the hat to Carat-NY and Isobar-Boston for their work thus far on the campaign.
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