MVC: MOST VALUABLE CANDY – TROLLI DIGITAL STUNT
When James Harden won the NBA MVP award, we teamed up with Adidas to create three pairs of “the MVC – Most Valuable Candy,” to commemorate his MVP season. The MVC’s were an edible edition modeled after the Adidas Harden Vol. 2s MVP edition sneakers colorway.
We then created an Amazon Storefront to sell these [and all other Trolli candies] 100% edible shoes for $2,677 per pair – a reference to the number of points Harden racked up that season, with all of the proceeds go to the Beard’s charity, 3 The Harden Way.
It garnered national attention, elevated online sales and presence on Amazon.
SOCIAL POSTS
Amazon walkthrough and influencer kit that came with each MVC sneaker. We also created a product feature page fitting for the product.
Unsolicated product reviews from famous sneaker heads
RESULT: 190% jump in e-commerce shipments that year.
Guinness World Record of the most expensive candy
PRESS:
ADWEEK
HYPEBEAST
FANSIDED
SNEAKERNEWS
THE DRUM™
KHOU-11 NEWS
PEOPLE MAGAZINE
CREATIVE DIRECTOR: DUSTIN JOYCE ART DIRECTOR: DAVE HAHN