PEBBLES X Nike
Project Overview
Post Cereal came to us (at The Barbarian Group) to come up with some stellar social media stunts to hype up the shoe collaboration between Lebron and Fruity PEBBLES.
The Challenge
Because Post Cereal was working with such big names (NIKE and King LBJ), their biggest concern was that their name would get lost in the hype. We needed to ensure that Fruity PEBBLES had a unique and memorable cultural offer that would make the brand stand out.
Assignment
Leverage a once-in-a-lifetime partnership with Nike + LeBron to turn PEBBLES fans into fanatics. Solidify Fruity PEBBLES as an icon in lifestyle & culture. Get PEBBLES fans to take action and engage on social.
My Role
After initial brainstorms with some of The Barbarian Groups’ most innovative creative and art directors, we set off as individuals to see what we could bring to the table. The kickass strategy team at Barbarian provided us with some awesome insights into how PEBBLES fanatics were already getting creative with the cereal. What stuck out to me most were the Tik Toks, blogs, instagrams, etc. that people were posting about how they personalize their pebbles. Ex., Some people brine their pickles in fruity pebbles (ew, lol), others prefer certain colors (though proven all taste the same), and others were just posting awesome recipes using the cereal as it’s base (cookies, cake pops, etc). I immediately thought of how that could translate to the Nike ID shoe customization UI/UX.
The Idea
Let’s promote the shoe launch and engage fans by utilizing Nike’s existing technology as a social stunt to gain hype about the launch of the LBJ X PEBBLES X NIKE shoe. In a world where we can easily personalize just about anything, why not a box of PEBBLES?
How It Works
On the Nike app, fans will mix and match individual flavors, from Fruity to Cocoa to Marshmallow and Magic, creating their own unique PEBBLES masterpiece. Fans would access from the Nike website and submit their recipes for a chance to win the hottest new collab. We would then promote this launch with Instagram, facebook, Tik Tok, Twitter, Nike and the sneakerhead website.
