“The World Cup has been won. And the winner is Nike.”The Telegraph“Other companies who want to win with social media should take note.”Harvard Business ReviewThe quotes from the press speak for themselves. Nike was successful in connecting with consumers, driving conversation and creating community around the biggest global sporting event.The key metrics:1) Nike global product orders were up 7%2) Nike sentiment / brand buzz was twice adidas and 30% of the overall football conversation3) YouTube views of the 3-minute film reached 12 million views in one day and 40+ million and growing.

Write the Future was a complex, global campaign that was launched simultaneously around the globe in 32 countries. The orchestration of the communications levers was imperative to telling the story and activating consumers to participate in the campaign.

The key was igniting the conversation with the 3-minute film that gave Nike’s POV on global football. We needed to distribute the film so it received as much global scale as possible but also an opportunity to disrupt the global blogosphere across multiple touch points and grow Nike’s social community.From there, we created custom experiences at all of the key football touch points -- Events, Digital Media, Digital OOH, Print and Retail -- so consumers could involve themselves in the campaign and Write their Own Future.

Nike wanted to find a consumer insight that could create a common bond amongst all of the fans, participants and rivalries of the global football event in South Africa. We wanted to develop a campaign that inspired the world through Nike’s POV on football but then created opportunities for consumers to participate in the experience themselves through social media.And thus, Write the Future was born.

It became our messaging platform that allowed Nike to show how football created a ripple effect through our world…the good and the bad. We inspired the world through a 3-minute launch film that set-up the story and then we invited footballers to participate in experiences where they could Write Their Own Future through physical events and social media.