Media > Use of Media
MINDSHARE UK, London / NIKE / 2013
Overview
Credits
Effectiveness
Result: Hunger translated into double digit sales growth.
Campaign result
• Media drove the fastest ever views of a Nike film with 756 views per minute at launch.
• The longest ever brand dwell time seen by Microsoft within a gaming environment.
• In total we created over 67million minutes of brand engagement on-line.
Business result
“It created a ton of excitement on field, in-store and on-line that drove a double digit increase led by our replica apparel and our performance footwear” Charlie Denson, President of the Nike brand to Nike Inc. investors on September 27th 2012
Execution
Ignite hunger
• The dominant brand in Munich at the UCL Final through OOH & ambient.
• The most talked about brand during the UCL final through TV, OL and social.
• Massive impact in Warsaw during the European Championships with game changing OOH & consumer hubs.
Reward hunger
• Hidden YouTube content with discovery prompted and amplified through social.
• Extension of idea into Xbox with FOT’s receiving and sharing virtual rewards.
• Blippr enabled print and interactive OOH enabled FOT’s to access more content.
• High impact interactive formats reflecting FOT’s passion by posting their views on a daily basis.
Enable hunger
• Activity underpinned by The Chance, a real life opportunity for the hungriest players to showcase skills in social media which for some led to real life trials and a Nike contract.
• Smart use of OL and mobile technology to link iconic players boots to retail activations whenever they scored.
Strategy
Challenge: Win the battle for engagement
Nike would be out shouted in the Summer of 2012 by competitors investing over $150m in official sponsorship rights alone.
Our battle was for engagement; focusing on core consumers, earning and rewarding their attention, dominating key moments and converting this to a greater share of sales.
Opportunity: From spectators to participants.
The Football Obsessed Teen isn’t simply a consumer of football, he is involved 24/7. The opportunity was to use media to evolve consumers from spectators to active participants in our communications.
Insight: Only the hungry will rise.
What matters today is what always mattered. Hunger. You’ve got to want it more than anyone else.
We wouldn’t put all of our campaign on a plate for people to consume. We would make them work for it.
Idea: Media that rewards hunger
The more FOT sought, the greater the reward they would get.
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