When Kobe Bryant steps on the court, he transforms into his alter ego, The Black Mamba. Kobe has millions of fans across the globe, so we decided to give them the power to transform Kobe digitally. We developed a custom algorithm based on keywords about Kobe. When enough fans tweet about him, the site transforms to its Black Mamba state, where fans can access exclusive content—like exclusive Kobe interviews, a short film starring Kobe directed by Robert Rodriguez, and the chance to win Zoom Kobe VI kicks. To date, Nikebasketball.com has seen over 2 million visitors since launch.