CHALLENGE : Celebrate the Cricket Crazy Youth of India, with a playing population that runs into many millions.

TIMING : T20 CRICKET WORLD CUP

IDEA : CRICKET CRAZY CO-CREATION

A campaign featuring user generated Cricket Crazy Content including videos, posts and tweets from Nike as well as Nike's athletes inviting cricket crazy youth to activate the campaign and show India and the world how they make every yard count by sending pictures of themselves playing the game wherever they are.

ONE ACTION IS WORTH A THOUSAND PICTURES :

The biggest content piece was the nike cricket world cup film that was composed from a Crowd Sourced image bank of 225001 frames of cricket crazy youth. The final split second action is threaded together using1440 images capturing one action across a thousand playing fields.

ONE ACTION IS WORTH A MILLION MOBILE PHONES : Athletes and fans across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump. And thousands of these split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams.

ONE ACTION IS WORTH A THOUSAND PLAYGROUNDS : The same split second action sequence was also activated in playgrounds, streets, gullies and cricket pitches by 108 travelling photographers across many small towns in rural India.

ONE ACTION IS WORTH A THOUSAND VOICES : Cricket Crazy chants, breaths, screams, appeals and sledges were recorded on mobile cameras across a multitude of live game locations and rendered into the soundtrack by legendary vocal percussionists and sound designers.

CAMPAIGN EFFECTIVENESS:

NIKE MADE EVERY YARD COUNT AND ACTIVATED A FULL CIRCLE BETWEEN MOBILE, DIGITAL, SOCIAL AND TELEVISION CHANNELS, BREAKING ALL THE TRADITIONAL BOUNDARIES.

NIKE MEYC WAS RECOGNISED AS THE MOST SUCCESSFUL CROWD SOURCED CAMPAIGN OF THE YEAR 2014, BY NEWS MEDIA ACROSS THE WORLD.

225000+ CRICKET CRAZY IMAGES generated through consumers.

Over 11 million people reached over digital medium (Online + Social) of which approx. 7.2 million people were unique.

Over 30 million Impressions were created for the campaign on digital (Online + Social)

Nike Cricket Facebook page crossed 3.5 million likes, enhancing brands footprint on social media.

TV reach of the campaign was pegged at 13 million (8 cities, cricket channels only).