An online image of Kobe Bryant will transform into a black mamba once enough fans are tweeting about him – emulating his nickname and ability to strike without warning on court.

Nike Basketball.com monitors Twitter activity about Bryant, and once tweets reach a frenzy level of 600 per hour, the site will transform to a 'Black Mamba Experience' for six hours. While it's in the Mamba state, users will have access to exclusive Bryant content and be eligible to win limited edition Kobe VI sneakers. Fans can also get updates on Mamba Moments via Facebook. R/GA teamed up with Nike to create the Twitter algorithm that makes it possible.