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There were fabulous dunks, but Adidas was pushing 180 for the big 360 during the NBA's All Star weekend.
The agency attempted to blanket the web with bits of celebrity-insider content from young Orlando Magic center Dwight Howard.
Anchored by a TV spot directed by PrettyBird's Paul Hunter called "ManChild of the East" the push branched out into Twitter, Flickr and YouTube, pushing content from Howard out to fans on the net as quickly as possible for the duration of the event last weekend. Along with content on the Adidas Basketball site aiming for a channel model, the brand is working up a lather of content.
"[The biggest challenge was] getting the site, technology and media ready to deliver a constant steam of communication, that alone was a huge task and all credit goes to the folks who worked day and night to pull it off," says 180/LA ECD William Gelner. 180/Los Angeles worked in concert with Amsterdam-based Riot, an agency created by 180 and TBWA to service the adidas account on the effort.
"Add the logistics involved in legally capturing all the content at the event and then posting it in almost real time and making sure it's all cool, that's a whole other level of impossible."