Nike : The Black Mamba
A website that mimics how a superstar athlete
performs on the court.
When Kobe Bryant steps on the court, he transforms into his unstoppable alter ego, The Black Mamba. Nike Basketball set out to mimic Kobe’s physical transformation online so when Kobe transforms on the court, the site transforms with him.
A Twitter algorithm monitors real-time global social chatter when Kobe is playing. Once the threshold of 1750 tweets per hour is reached, the website unlocks and allows fans access to exclusive content including a short film directed by Robert Rodriguez and starring Kobe, Bruce Willis, Kanye and Danny Trejo, as well as exclusive NikeID Zoom VI kicks. The site stays open only until the world stops talking about the Black Mamba, and unlocks again when he strikes.
Role: ECD
