Back in the day, streetball used to inspire NBA, and
other championships alike, with style, moves and attitude.
Tables have turned, and streetballers of today are more
likely to mimic what championship stars do or wear, rather
than to be trend setters of their own right.
Midnight Madness, which has become streetballers'
platform to show off their talents for years,
is here this season to change all that.
/ THE IDEA /
We want to tell the story of streetball in an unprecedented
fashion, where Nike's proposition of making the baller
a better player still stands true.
We will capitalize on streetball's irreverence to the rules
by introducing a new basketball concept:
A TOTAL DARKNESS EXPERIENCE.
Not only will the experience embrace the underground spirit
of streetball, it will also introduce next-level game dynamics.
For the first time, ballers will have to face both contender
and court.
/ HOW IT WORKS /
At the beginning of each game, laser-projected court lines
will change to steepen the level of game difficulty, so that
those who know how to play hard will have to play harder.
For example, it will be a closer out line, or a farther
3-point line. Through a one-on-one tournament, the winner
who beats his rival, and survives the modified court layout
will get promoted to the next round.
The triumphant baller, who defeats all contenders of the day,
and adapts to the growing challenge imposed by the court lines,
will be crowned Midnight Madness MVP.
Since the entire event will take place in total darkness,
its media coverage will have to accommodate that.
Shot in night vision mode, videos of the event will be
posted on Midnight Madness YouTube channel, giving
an unrivaled look to the campaign.
Midnight Madness will also work towards "hijacking"
pages on YouTube and Slam Online, converting them into
a midnight, total darkness, theme.
The total darkness experience will host some of the most
admired graffiti artists. Dressed in black, the artists
will work their magic across the walls during intermissions.
The audience will get to see murals in the making,
coming to life out of thin air.
Midnight Madness will make the total darkness experience
live beyond the event. An XBox edition will be released,
embracing the new game dynamics, and putting them in
the hands of thousands of streetball fans.
Beyond the commercial gains, this is a means to give
mainstream ballers a peek at the future of basketball.
No comments:
Post a Comment