Find Your Greatness was a complex campaign that was launched simultaneously around the globe in 21 countries.

The orchestration of the communications levers was imperative to activating consumers to participate in the campaign.

Our comms goal was to own the 72 hours leading into the opening ceremonies. From globally broadcasting the POV on YouTube to allowing consumers to make the POV their own on Twitter to sharing the POV on Facebook, Nike owned the conversation. And ultimately, we broadcast the POV on TV during the opening ceremonies.

Throughout the games, we deployed a social strategy that dominated the real-time conversation around the Olympics by juxtaposing great athletic feats taking place in London with acts of Greatness taking place by everyday people in communities around the globe.

The culmination of the campaign was August 12. We utilized Nike+ to create an event entitled The Most Active Day in History.

“Nike ambushes Adidas on world stage…again.”

Adage

Nike was successful in connecting with consumers, driving conversation and creating community around the biggest global sporting event.

Key metrics during the Games compared to all Olympic advertisers:

• #1 most talked about campaign in social media

• Find Your Greatness was the most mentioned campaign on Twitter

• Most viewed campaign online

• Most engaged brand on Facebook

• Grew Nike+ community by +55% throughout the Olympic season

• Nike gained 3.5M new Nike+ members in 9 weeks. It took 6 years to get 6.4M members.

• +10% in Incremental Sales Globally