It looks like the KD viral Nike social media campaign is over

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.