Over the past couple months, we’ve been treated a healthy number of videos and tweets from Kevin Durant’s new “neighbor,” Mathias Murphy. From the beginning it was fairly obvious this was a plot from Nike to draw up some viral chatter and I think was fairly successful.
“Murphy” gathered more than 11,000 followers on Twitter, piled up over 4.5 million video views on YouTube, had around 6,500 YouTube subscribers and posted around 50 videos total.
The most viewed video was KD showing off his custom van. It gathered over 2.3 million views and was linked all over the Internet.
What started out as some kind of weird thing to try and show how normal Durant is turned into a rather enjoyable series of videos showing off KD’s stuff, his personality and also giving some insight into what makes KD, KD.
Durant’s team has been one of the absolute best at fully embracing the power of social media channels and this campaign just showcased how deft they are. Not only did they get passed all over the place, but through Facebook, YouTube and Twitter, KD’s profile and visibility got raised just a little bit more.
It may have been something intended to just sell more sneakers, but I thought it was all pretty well done.
It was a very well done campaign and I enjoyed all the videos. Anytime we can get more of KD "behind the scenes" it is a good thing.
Hilarious that you brought this up because I JUST found and started watching these videos a couple of nights ago. They are great! I love KD's custom van and his "outhouse" spot.
As a going-away present, KD should give the man A BASKETBALL PARTY, AH AH AH AH AH AH AHHHHH!!!
If you watch all the videos on you tube there are so many references to 1. The bed intruder vid 2. Mathias being a stalker 3.Give me a basketball party ah aha yeah
I live in California and I haven't been able to get a job in two years! Now KD will breakout of his "slump" and the Thunder are going to kill it.
I'm going to miss these videos.
It was pretty fun while it lasted, if for no other reason than just to see more KD. I really like his minivan myself. In a perfect world I would have a built in refrigerator and relatively large monitor and xbox in my back seats.
maybe he'll get lucky and move in next to blake griffin