News That Goes With Everything - East Bay Times and Klay Thompson exclusive newspaper shoe release
Media associated with this campaign
Overview of this campaign
The objective was to promote and hold an event where one could purchase a unique bundle - a print newspaper subscription and a pair of limited edition sneakers branded with Klay Thompson and East Bay Times. Further goals for the campaign were brand awareness, PR and subscription revenue.
Results for this campaign
The Limited Edition East Bay Times x KT4 shoes blend Klay Thompson's love for basketball and reading the newspaper. The design of the shoes is fitting in that each shoe is covered in newspaper clippings of some of Klay Thompson's greatest highlights.
The shoe embodies something that's never been done before: a collaboration between a star basketball player, his shoe and apparel sponsor and a local newspaper.
The event was promoted by Klay Thompson on his own social media channels and in our own house ads. We partnered with the local sports retail store in Oakland called Oaklandish, California to host the event. By June 2019, the fact that Klay Thompson was a brand ambassador for Bay Area News Group was a fairly known phenomenon and when the news broke about a special event featuring a newspaper subscription and a pair of limited edition basketball shoes, we had fans arriving the night before the event to be the first in line for the promotion. There were only 150 pairs available in the United States and the morning of the event the line to the store had wrapped around the corner (about 200 people). The store front featured custom signage to align with the look of the newspaper shoe. We displayed creative POS materials inside the store for photo opps - such as a newspaper rack and a full size Klay Thompson cut-out. The shoes sold out in the next 2 hours, making the company $27,000 in revenue. This campaign generated a lot of buzz in the media with a number of major TV and radio networks stopping by the store to capture the event as well as local influencers and celebrities writing about the event in their social feeds.