Generating Hype and Awareness for the Movie "Air"

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Generating Hype and Awareness for the Movie "Air"

To bolster the launch of the film “Air,” which narrates the iconic collaboration between Nike and Michael Jordan, a unique promotional campaign was orchestrated in Düsseldorf, Germany, in collaboration with our client, Warner Bros. This campaign featured a special screening event hosted by German football legend Kevin Kuranyi and Bayer Leverkusen player Nadiem Amiri. The event, crafted by Mative in partnership with Warner Bros, was attended by a myriad of influencers, football stars, and celebrities, successfully generating significant buzz around the movie’s release.

This strategic move not only highlighted the film’s theme, connecting the worlds of sports and fashion but also leveraged the popularity and influence of notable personalities to amplify awareness and anticipation for “Air,” creating a unique event that stood out in promotional activities.

Crafting Unforgettable Moments

Platforms

Services

5M

IMPRESSIONS

35+

INFLUENCER/ ATHLETES

3M

REACH

CHALLENGE

Elevating "Air": Bridging Sports and Culture in Germany

Tasked by Warner Bros with elevating the visibility of “Air,” a film that delves into the legendary Nike and Michael Jordan alliance, in the soccer-centric German market, we targeted to transcend basketball confines and captivate a diverse audience. Understanding the vast cultural influence wielded by Michael Jordan across generations, we orchestrated a high-visibility event that blended the worlds of sports, featuring football stars and notable personalities to magnetize attention. This strategy was not solely aimed at promoting a film but was an effort to highlight Jordan’s perennial legacy, forging deeper connections with German audiences across various cultural levels and expanding the movie’s appeal beyond the basketball aficionado base.

STRATEGY

Warner Bros' Event Unites Legends and Fans, Celebrating Sports and Culture in a Spectacular Showcase

Our strategy focused on broad outreach by inviting a diverse mix of creators and highlighting two distinguished football personalities as hosts, emphasizing their connection to the Jordan brand. Their stories enriched the event, bridging generations of sports enthusiasts with a lineup that included legends like Patrick Owomoyela and current stars such as Karim Bellarabi.Incorporating prominent creators across various fields, like JP Performance and Denise Boobe, we aimed to capture a wide audience, enhancing the event’s appeal across different interests.

This was complemented by our partnership with Warner Bros to create and share exclusive content, broadening the narrative around Jordan’s impact and legacy.A unique aspect of the event was the chance for guests to meet their favorite stars live, adding an extraordinary layer of engagement. This direct interaction deepened the attendees’ experience, making the event not just a promotion but a celebration of the cultural ties that sports and entertainment create. Through this multifaceted approach, we celebrated the enduring influence of sports icons, marking the event as a memorable success.

RESULTS

Warner Bros' Success: A Movie Event That Connected Millions

ResultsOur meticulously orchestrated event for Warner Bros not only reached remarkable milestones but also set a new standard in promotional excellence. Garnering an impressive 5 million impressions, a reach of 3 million, and 300,000 engagements, the campaign’s impact was undeniable. A significant aspect of its success was the organic content shared by numerous creators.

These influencers, moved by the event’s uniqueness and the movie’s narrative, posted about “Air” voluntarily, further testament to the compelling engagement we fostered. This organic promotion amplified our results, generating a substantial amount of earned media, which is invaluable in today’s content-saturated market.The strategy effectively attracted new target audiences, expanding the movie’s appeal beyond its anticipated demographic. This broadened engagement underscored the event’s unprecedented nature, showcasing our ability to create moments that resonate deeply with diverse groups. The unique event crafted for Warner Bros was not just a promotional milestone but a landmark achievement that demonstrated the power of blending cultural insights with strategic marketing. Through this approach, we not only celebrated the legacy of an iconic sports figure but also solidified the movie’s place in the cultural conversation, making it a truly unforgettable campaign.