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.
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.