In five steps we went from tournament action to user-generated content.

Step 1: Brilliant moment in the tournament from Neymar, Ronaldo, Zlatan or a cast of other Nike athletes.

Step 2: Animated illustration created.

Step 3: Real time banners created throughout Google display network.

Step 4: Banner clicked and user-generated remix created with choice of camera angle using the phone’s accelerometer, headline and filter.

Step 5: User-generated content shared on social media channels.

The effort anchored Nike Football’s real time efforts throughout the World Cup. It established a key role for consumers in the Risk Everything campaign. Remixed images were created in 200 countries resulting in over 2 million fan engagements.

Overall, the campaign helped grow Nike Football’s community by 6 million followers and led to a million downloads of the Nike Football App.