Quai 54 XV • Event Marketing & Social Media Content
Social media strategy + Assets design + Content production
Client / Partner: Quai 54
Strategy & creative direction: Thibaut de Longeville
Marketing assets art direction & design / production: Alexander Wise
Community managers / Social media publishing team: Malik Djoulait, Syra Sylla, Adyl Zenasni
360 Creative has been involved with the Jordan Brand-sponsored Quai 54 World Streetball Championship since day one. We created the tournament’s visual identity, designed to enable the venture to evolve from an annual event into a brand of its own.
Our team also manages the Quai 54 digital and social media platforms and produces all the assets designed to market and promote the basketball event and its various partnerships across all platforms.
For the 15th anniversary celebration, we produced original content and marketing assets designed to promote the event and its product line while celebrating its 15 year journey.
Event marketing assets
Over 200 assets were produced in the lead up to the event highlighting the basketball tournament, the dunk contest, the entertainment as well as the event’s super-charged atmosphere.
The assets were conceived and produced to accommodate all social media platforms formats, including Instagram stories, Instagram feed, Facebook and Snapchat, all proclaiming one call-to-action: “get your tickets now”!
Organized in its biggest arena to date, the event was sold out one week before the event, with 10,000+ spectators attending the event over the week-end.
15th Anniversary assets
Beyond promoting the 2019 event, we set out to celebrate the 15 year journey of Quai 54 through its social media channels.
We dug into our archives and selected 15 of the event’s biggest highlights, including celebrity athlete appearances, basketball highlights and music / entertainment performances. We re-edited and re-packaged these highlights as 4:5 vignettes designed for Instagram & Facebook distribution.
The 15 vignettes were branded using the 15th anniversary visual package, establishing strong visual consistency between the 2019 event, the 2019 product collaborations and the Quai 54’s 15-year journey.
This 15th anniversary content contributed significantly to generating hype around the upcoming event, while simultaneously tying the Quai 54’s rich history with its latest product collaborations.
This content was distributed across the Quai 54 platforms in the ticket sales period and well after the event was fully sold out. Through these vignettes, the Quai 54 audience was thoroughly engaged beyond ticket and product sales, being offered chapters of history in bite-size format throughout our celebration.
Event websites
For each edition of the event, we produce original content to be featured on two versions of the Quai 54 website: a pre-event version designed to communicate all information relative to the Quai 54 event, the Jordan x Quai 54 product collection and its other partnerships, as well as a post-event version featuring videos of the event’s highlights as well as photo galleries, product collection imagery and other items true to the Quai 54 experience.
Along with the Quai 54’s social media platforms, the Quai 54 website is the #1 information resource for the 100K+ people visiting the website in the months before and after the event.
Live event coverage
Our community managers were provided with a graphic toolbox and usage guidelines to produce and brand live content during the event, creating an engaging digital experience for the 50K+ followers watching the event remotely.
The coverage created by our teams was followed by +100K viewers on the Quai 54 platforms, was heavily reposted by event participants, and generated the biggest engagement to date for any social media content about / around Quai 54.
Partner brands integration
To bookmark live event features, we created specific branded assets designed to integrate event partners within our live story coverage. These assets contributed to generating awareness and visibility about these partnerships for the 50K+ followers watching the event and/or interacting with its social media outlets remotely.
Through our 15th anniversary initiatives we doubled the Quai 54’s social media following, making Quai 54 the biggest social media platform dedicated to basketball culture in Europe.
15th Anniversary visual package
All the marketing and social media assets we produced were developed using the original visual package we created to tie all initiatives related to the Quai 54’s 15th anniversary.
Our 15th anniversary design package included:
• A 15th anniversary logo in roman numbers, as well as a 15th anniversary logo lock-up
• A symbolic color palette mixing both Parisian colors (red, white, blue) and African colors (green, yellow and red being commonly used throughout West Africa)
• A bespoke typeface made of primary graphic shapes
• A set of primary graphic shapes designed to complement the typeface and the “XV” logo lock-up
• A graphic pattern combining these elements into a proprietary design item specific to the 15th anniversary, which was used consistently across the multiple assets we produced to promote the event.
Mixing Bauhaus influence with 15th anniversary symbolism, this visual package was designed to represent the African roots as well as the Parisian identity of the Quai 54’s core community while celebrating its spectacular 15 year journey, growing from a small local grassroots tournament to the world’s biggest outdoor basketball event.
The consistency between the visual language used in the event design, the product collaborations design and in our social media marketing assets is a key component of the Quai 54’s success as both an event and a brand.
