Blue served as inspiration, as it was the national kit colour as well as the colour that unifies the nation, adding identity behind the colour blue and your support also served as inspiration. Bleed Blue was thus born. A digital campaign that integrated Facebook, YouTube and mobile enabling all Indian cricket fanatics to show solidarity and passion for the game they love. Users could generate a unique handprint through Facebook connect or mobile, explore the Nike kit in 360 degrees on the campaign site, view videos or keep up to date with their heroes on our Facebook fanpage.

Not only did the campaign grab the attention of millions of cricket loving fans, but also reached outstanding numbers using only the power of social media, earned media and by being part of the conversations of the nation. Percentages in Nike cricket kit sales saw great increases whilst our Facebook fanpage gathered over 944,000 followers and is still growing strong. Over 10 million handprints have been generated as fans from all over joined the movement and placed themselves firmly behind their cricketing icons. Bleed Blue therefore enabled an entire nation to, along with Nike, Bleed Blue!