Solution
Shaquille O'Neal's Dunkman brand was seeking a concept to build brand awareness and legitimize its footwear among core ballers. Leader developed the Dunkman of the Year campaign wrapped around Shaq's Dunk Truck, a massive "Shaq-i-fied" sport utility standing nearly 10 feet tall, which featured an adjustable basket and signage that toured the nation seeking America's top amateur dunker. The tour was designed to follow Shaq's NBA schedule, enabling him to make as many events as possible. In every market Shaq appeared, we received massive consumer and media attention.
Service
Leader oversaw the production of the Dunk Truck, coordinated all permitting, developed all premium items, managed all media relations, and coordinated the Slam Magazine ad buy, among other tasks. The campaign was supported by two Leader staff on the road for three months along with support staff attending key events.
Success
The program visited seven cities, culminating with a national finals on the Phoenix Suns' home court. During the tour, the truck made frequent stops at Payless Shoe Source locations to promote the brand and footwear. Leader managed every aspect of the tour from coordinating the truck development, securing all necessary signage and equipment, media relations, permits, celebrity participation and coordination with the local leagues and parks departments to ensure the finest talent showed up.