On July 7th of 2010, LeBron James made his decision to take his talents to the Miami Heat, sending the citizens of Northeast Ohio out of bars to burn their LeBron jerseys and scream obscenities on national TV.
Wanting to leverage the large amount of national media attention covering the dramatic return, Marcus Thomas spit balled a slew of tactics to let Cleveland shine again and inspire pride in the town they love. We wanted the people of Cleveland to realize we are more than one talented ballplayer - WE are the living and breathing parts that have stayed in the city and keep it alive.
Employing traditional tactics and social media networks, I AM CLE became the anthem for inspiring pride in the city.
OOH: variety of billboards, taxi signage, bus stop clings to name a few.
Website: designed to aggregate all social media tagged with "I am CLE" - videos (from YouTube), pictures (from Flickr), tweets (from @I AM CLE page), as well as tips from the "I am CLE" Foursquare page.
"I am CLE" branded shirts: allow you to write in what makes Cleveland important for you.
Custom designed shirts: using software like Nonsek, users can combine their own mix of restaurants, local favorites and landmarks to personalize their shirt.
Flip off LeBron: when LeBron comes out, don't flip him the bird, flip your I AM CLE signs.
*Concept initiated at MarcusThomas, finished as personal work
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