Engaged Reach Case Study of the Nike Hyperdunk Viral Video Campaign
http://www.visiblemeasures.com/see-it-in-action/engaged-reach/

Visible Measures
2009

Abstract:

In support of their Hyperdunk basketball shoe, Nike recently launched a viral video featuring basketball superstar Kobe Bryant recklessly leaping over a speeding Aston Martin. The video's low-end production quality makes the clip appear to be user-generated. As our analysis uncovered, this video was spread far and wide as the online viewing audience tried to figure out if one of the world's biggest sports stars would actually attempt such a stunt. Watch the clip below and read on to see just how effectively this campaign drove audience reach.