Nike Primetime is an app that lets the NBA players reply to tweets through custom video. When an NBA star logs in, posts and tweets collected by Nike are there waiting for the player. Then, the player simply chooses a tweet and surprises a fan with a special video response. The lucky fans who receive a video reply can then share it on Facebook, encouraging more fans to join in.

So, Nike basketball is not only turning star athletes into do-it-yourself content creators… it’s making them more accessible to their fans, and turning them into powerful brand ambassadors.

With Primetime, Nike Basketball has made interactions between pros and fans more authentic and personal, taking their social media from one-to-many … to one-to-one.