100 influencers got Kyrie 4 colorways hidden within a larger-than-life box of Wheaties featuring Uncle Drew. Kyrie himself revealed the kit live on SportsCenter and then took to Instagram, where he unboxed the kit for his 12 million followers. The event set into motion a storm of media coverage that underscores the power of a well-executed influencer marketing campaign. Kyrie’s Instagram followers, as well as ESPN viewers and users across various social media platforms led to impact engagement that invited the public to share the moment with Kyrie.
10 million views of Kyrie’s unboxing video and 50 thousand twitter engagements later, the shoe keeps riding the wave of excitement built by the campaign. And the Summer of Kyrie continues to live on in the minds of consumers.