Two boys on a mission
When the NBA's Most Valuable Player became a free agent on July 1, 2010, his future became the subject of intense debate among basketball fans nationwide, all of whom wanted LeBron James to join their team. Makeable, along with a group of collaborators including the Berger Shop, was inspired to help 12-year old twins Jason and Corey Grant (who live and play basketball in the Bronx) create a grassroots youth movement hell bent on getting LeBron to the Knicks.
A brand, a button, a movement
A simple, smart and social idea—NY<3LeBron—was co-created with Jason and Corey to give the youth of New York a way to show LeBron all the love from our great city. The movement was driven by a physical and digital device, the LeBron Button—an arduino-powered basketball button that could be pushed to submit LeBron love (and votes) from 15 iconic locations (like the West 4th Street Courts) around the city, which automatically updated the companion website in real time.
Drafting more players onto the team
To broaden the impact and ensure that everyone's love was sharable, Knicks fans who couldn't make it in person to vote at a LeBron Button could still vote online at www.nyheartlebron.com or send out a tweet with the #NY<3LEBRON hashtag, both of which also registered a vote. Fans could also join Jason and Corey on their quest to bring LeBron to the New York Knicks by voting via their Facebook Fan Page, or by watching and sharing the twins' YouTube video.
15 buttons, 350 shirts and 1 hashtag generated 3,850,506 unique votes, not to mention a boatload of coverage in 14 major media publications.