Hanes is launching a "choose your own adventure" style interactive experience featuring its longstanding spokesman, Michael Jordan.
The integrated campaign, "Chill Like MJ", was created by 360i to supporting the apparel retailer's X-temp line. Viewers are lured in via a Canvas Ad on Facebook, Snap Ads and a Facebook Messenger prank video featuring Jordan himself to take part in an online sweepstakes, the winner of which will get the chance to "chill like MJ" for the day and meet the man himself.
The game leads the viewer into different scenarios MJ finds himself in and lets them choose different options: for example does he help the guy struggling on the bench press or just keep walking through the gym? Does he steal the bride's spotlight or help get her groom back on track? In each situation, the viewer is encouraged to choose what they think Jordan would do. Based on their selection, the experience guides them to the next scenario and ultimately to the sweepstakes homepage.