Sports: A Game Of Inches: Marketing Campaign aimed to Land Lebron James

I heard that the Chicago Bulls had a four day ad campaign targeting Lebron James from last Monday June 28th through this past Thursday July 1st when free agency officially started. I am surprised that here in Chicago I heard nothing about this at all while it was going on. I heard rumblings of this on Saturday, but didn’t hear anything about all four segments (across the four days) until today.

This four day campaign was paid for by the Leo Burnett agency which is based in Chicago. Each day the ads gave Lebron James a different challenge. This Ad campaign seemed to be aimed at debunking the notion that Lebron shouldn’t come to Chicago because he would be in Michael Jordan’s shadow and compared to Jordan. Well, Lebron James is already compared to Michael Jordan and would be anywhere he goes. Thus, instead of trying to promote the many great reasons why Lebron should come to Chicago, they just aimed at getting across this one message.

I first heard about this Ad campaign on the radio, but I had trouble finding more information about it and pictures. So I included pictures of each Ad, which I thought was really well done. Here is the break down by day:

Monday