The Last Shot
Jordan
Celebrating 30 years with a mind blowing immersive experience
A breakthrough immersive game experience featuring an LED basketball court made up of over 889 Panels and 10 Million individual LED pixels across the floor and 3 walls that allowed participants to step into MJ's shoes and relive a few of his greatest "last shots".
The Challenge
Celebrating their 30th anniversary, the Jordan Brand wanted to give consumers the chance to trial Jordan’s latest performance shoes by stepping back in time. Partnering with AKQA SF, we were challenged to envision an experience that would live during basketball’s biggest event of the year, All-Star Weekend in America’s biggest city, New York.
The Solution
An epic, totally immersive experience that allowed consumers to literally step into Michael Jordan’s shoes. Participants could choose to reenact one of his most memorable “last shots,” one from the 1982 NCAA Finals game and the other from Game 6 of the 1998 NBA Finals, with a third, create-your-own-legacy opportunity. Brought to life through an immersive experience, consumers felt they were in the game, on the court and had their own personal moment to shine.
The Result
Voted the #1 Experience of All Star Weekend by ESPN.com, called the world’s greatest basketball court by Wired Magazine, and winner of 4 Cannes Lions in 2015, the Experience was extended to 3 additional locations around the globe, Paris, Shanghai and Tokyo. Over 6000 consumers trialled shoes, over 35,000 fans experienced it live resulting in social takeaways that reached millions and delivered record-breaking success metrics for the Brand.
"The #1 Experience at All Star Weekend"
- ESPN