Bring awareness to Degree's new Dry Spray product launch while linking the brand's movement-based proprietary technology, MotionSense, in a innovative & relevant way.
Degree's proprietary MotionSense technology is a game changer in the deodorant category. But it wasn't enough to say it; we had to prove it to consumers, as well as prove that we were THE authority on movement. So as a movement focused brand, we developed a program around the All Star Game that pitted two of the NBA's biggest game changers against one another in our "Battle Of The Game Changers".
As dynamic point guards known for moving all over the floor all the time, choosing Stephen Curry and John Wall to serve as our movement ambassadors linked Degree with elite motion and elite performance.
Using video, image and gif formats across our Twitter platform we asked fans to vote for the biggest "game changer" and implemented a Twitter-card format to choose one of the shots in the competition. In between we created product messaging content that further connected the brand with movement in engaging ways.
The buzz around the battle—and Degree—reached a fever pitch by the live TV segment during the NBA All-Star Saturday Morning, when the two superstars went head to head on the court. Game On.
The results were amazing:
