Nike wanted to go over the top for Super Bowl 50 to bring the speed and power of the action on the field to the fans, so we created an activation demonstrating Nike Football speed, but in a way that put them at the center of the activation. The team unveiled Speed Drops: surprising Nike+ members in their homes with the hottest products in an epic way: delivered by pro NFL players, driven in custom Lamborghinis. During Super Bowl weekend, recipients opened their doors to see a famous NFL player getting out of a luxury sports car, and presenting them with not one, but two cases, each containing a limited-edition pair of Nike shoes. They had the opportunity to take photos and appear on Nike’s social channel –one of them even took a spin in the car.

The Speed Drops campaign started with digital teases of supercars through the hills of San Francisco during Super Bowl weekend. As attention grew, Nike introduced photos of custom metal cases carrying the hidden product across multiple social platforms. Finally, the golden super cars arrived in the city by the Bay, causing a stir as fans gawked at this Nike+ embodiment of speed.

Launching on the social buzz around what was happening, the Nike+ supercars with Pro Bowl NFL stars riding through the streets of San Francisco went to individual Nike+ members’ homes to bring them something special. These athletes at the top of their game delivered high heat footwear in custom designed product cases rewarding them for their loyalty and brand engagement. Nike chronicled all the deliveries in real-time on Snapchat and Twitter, and dropped an epic recap video heroing the thrilled recipients with NFL athletes at their side.

On game day, Nike elevated the athletic journey of the game’s most iconic players to motivate and inspire the modern warrior. Their engagement generated more than 8 million impressions. On Instagram, Todd Gurley drew 37.1k likes, a 40% improvement over the channel’s weekly average. Facebook fans reacted to Denver’s Win Drew with 39.6 likes, comments, and shares – the category’s highest figure since September. The activation received enthusiastic publicity from leading media and popular consumer kicks outlets like Adweek, Hypebeast, Kicks on Fire, and Sole Collector. Adweek asked, “How epic? How about a signed pair of Vapor Untouchable 2 cleats in a golden box? … And on top of that, how about an exclusive, limited-edition pair of Air Force 1 Precious Metal sneakers? Check out the video. The reaction on the recipients' faces says it all.”