Tier10 developed the “KING” campaign to celebrate NBA All-Star LeBron James’ return to Cleveland. When James announced his return home to the Cleveland Cavaliers, Northern Ohio Honda Dealers were presented with an exceptional opportunity. Despite James’ signing with Kia, his mythology and influence enabled us to connect with fans and customers in the market without actually having him there.
Taking a cue from James’ signature move of throwing chalk into the air before entering the court, we shot commercials with fans and Honda customers throwing Honda-blue chalk.
The spot went live by the first home game James played in Quicken Loans Arena, and was executed through a digital and pre-roll strategy. For a campaign with a singular strategy, the results yielded close to half a million views on YouTube.
Client: Northern Ohio Honda Dealers
Vehicle: 2015 Honda Civic
Location: Cleveland, OH
Date: October 2014