Nyc & Company Promo, Case study C'MON LEBRON by BBH New York

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Industry Destinations (Countries & Places)
Media Promo & PR, Case study
Market United States
Agency BBH New York
Executive Creative Director Pelle Sjoenell, Calle Sjoenell
Art Director Josh Rosen
Copywriter Mark Svartz
Designer Christopher Araujo
Producer Jennifer Moore
Editor Jonah Oskow
Released June 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: NYC & CO.
Agency: BBH
Date of First Appearance: Jun 8 2010
Entrant Company: BBH, New York, USA
Entry URL:
Executive Creative Director: Pelle Sjoenell (BBH New York)
Executive Creative Director: Calle Sjoenell (BBH New York)
Art Director: Josh Rosen (BBH New York)
Copywriter: Mark Svartz (BBH New York)
Designer: Christopher Araujo (BBH New York)
Strategic Business Director: Abbe Hale (BBH New York)
Director of Innovation: Saneel Radia (BBH New York)
Editor: Jonah Oskow (BBH New York)
Videographer: Brian Moore (BBH New York)
Strategist: Kenji Summers (BBH New York)
Interactive Producer: Martin Mlekicki (BBH New York)
Producer: Jennifer Moore (BBH New York)
Media placement: Social Media - Facebook, Twitter - 6.8.10
Media placement: Website - - 6.8.10
Media placement: Animated Quicktime - NYC cabs, Times Square - 6.8.10

Insights, Strategy & the Idea
“C’mon LeBron” was a social media campaign developed for NYC & Co. With tourism on the decline, NYC needed something to get people talking. The challenging part was, what’s left to say about the most talked-about city in the world? How do we build new buzz around a city that’s already overflowing with excitement?

And that’s where LeBron comes in. When we realized that the biggest name in sports, reigning basketball MVP LeBron James, was becoming a free agent in May of 2010, we saw this as a once-in-a-lifetime opportunity to turn a simple tourism assignment into a powerful movement. So with only four weeks and $10K to play with, we relied entirely on social media, PR, and user-generated content to let the people of New York rally together to show the world’s greatest athlete why he belongs in the world’s greatest city.

Creative Execution
Because this project was grassroots in nature, we wanted everything to truly come from the people who live and breathe this town. So instead of creating an ad campaign, we chose to spark a movement.

All of our creative executions worked together to provide a platform for New Yorkers to spread the word, online and on the street. Social media tools like Facebook and Twitter served as digital hubs to rally support and post user-generated content. A Pledge Map on allowed fans to give LeBron personal incentives to come to NY. Posters, stickers, and t-shirts were distributed to give the movement a physical presence on the street. And the free PR from celebrity involvement and international press helped give this local rallying cry the kind of global voice that money can’t buy.

Results and Effectiveness
Simply put, our goal was to get New Yorkers to show LeBron (and the world) what makes this city so special. And in that sense, we completely exceeded our expectations.

We turned a tiny $10,000 budget into over $3,000,000 in earned media.

We transformed a local catchphrase into a global movement, as “C’mon LeBron” became a hot topic for sports, entertainment, and financial news sources around the world.

And most importantly, we got one of the most diverse cities on the planet to come together for a single cause, showing why there truly is no place like New York.