Embracing our target audience’s dual consumption of TV and online, we launched the first simultaneous TV and YouTube takeover during a Champions league game.We taunted rival cities through OOH, radio and mobile content to provoke sign-ups.

Online we let players hero their ground and celebrated the best via video highlights. Social media distributed content.

We let our audience edit and publish Nike content through a unique masher tool on YouTube. Players could extract clips from films of Rooney and Torres to create their own movies and earn bragging rights.We turned YouTube from a distributor of content to a broadcaster for the final – the platform’s first 'appointment to view’ content. Whilst Mum and Dad were watching ITV downstairs, thousands of urban footballers across the country were tuning into YouTube in their bedrooms, an event promoted via advertising and editorial.

Additional content was produced by YouTube Super User Smivadee.

Sales of Nike5 product exceeded expectations. Nike5 kitbags sold out and T5, the most expensive boot in the Nike5 range – 40% more expensive than Nike5’s cheaper options – outsold lower priced boots during the campaignThe tournament sold out in 10 days, and 2,160 teams took part.YouTube placements delivered a 500% increase in traffic to nikefootball.com.

6,500 new subscribers to Nike’s YouTube channel, an increase of more than 100%.More than 20,000 videos created in the Masher.Cumulative views of Show Your5 content hit 1.1m, including 240,000 views for the final.

Smivadee had his most successful video ever.