The Toronto Raptors are in the NBA Finals for the first time in team history. And it’s due in large part to the team’s star player Kawhi Leonard. He also happens to be in the last year of his contract.
To help convince him to stay, Raptors Republic, with agency Rethink, launched the Ka’wine & Dine - an initiative where restaurants place a badge in shop windows pledging to give Kawhi free food for the rest of his life if he re-signs.
The campaign takes a nimble social approach leveraging Instagram as a central hub and also includes KawineAndDine.com where businesses can download stickers for free.
Since the launch the campaign has exploded.
And to keep up with demand, additional badges were added to include shops, car shares, and charitable giving.
Over a thousand businesses in Canada, the UK, and the US have joined. And not just restaurants, Law firms have offered free legal services, Uber drivers have offered free rides, Kraft is offering free Mac and Cheese, oh, and a real estate developer has offered a 5 million dollar condo. Quite simply, Ka’wine & Dine has become a phenomenon.
The stickers have become collectors items, many being stolen from restaurant windows, and media has made the Ka’Wine & Dine a major part of the NBA Finals story. It’s been featuring during the game broadcast on TNT, in press conferences (directly to Kawhi), and has been a consistent topic of discussion on ESPN. Worth noting that the total spend on the campaign to date is $900.
Experiential advertisement created by Rethink, Canada for Raptors Republic, within the categories: Media, Sports.
Creative Directors: Mike Dubrick, Joel Holtby, Aaron Starkman, Christina Yu
Writer: Mike Dubrick
Art Director: Joel Holtby
Developer: Brad Stapleton
Strategy: Sean McDonald
Agency Producers: Wes Schyngera, Narine Artinian
Account Services: Sara Lemmermeyer, Rob Jankowski
Head of Marketing: Adam Robles