When Gordon Hayward made his NBA return in 2018 from a devastating leg injury, he was welcomed back with an epic ad from Riot Games—creator of one of the world’s most popular multiplayer online games, League of Legends.
The story of how Gordon became not only known as a gamer, but as an endorsement partner for Riot and a number of other gaming companies, provides a great example of how our social media creativity can benefit our clients financially.
Best in the Game
When we launched Gordon Hayward’s digital campaign in 2014, one of his management team’s goals was to find opportunities for him within the world of multiplayer online gaming, hoping to open up an entire new marketing demographic to him.
As we explored different social media strategies, we discovered two things:
- There weren’t many — if any — other professional athletes who played League of Legends.
- With near absolute certainty, Gordon was far and away the best professional athlete doing it.
From that initial insight, a plan took shape.
One of the keystones of Gordon’s marketing campaign was his blog, and to that point, we had used it primarily to talk about basketball. We decided to use that fact to our advantage.
With the help of three social media images, we promoted a new blog entry entitled, “The Best in the Game.” Each image featured a provocative quote from the blog entry, and the blog itself detailed how badly Gordon would beat everyone in the NBA if he played them, even five at a time.