Nike Show Your5 is a football tournament designed to boost sales of Nike’s new kit for the five-a-side version of the game. But it’s also much more than that. It’s about making the players famous, on their terms, putting them in control of the message and distribution.
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| Nike Show Your 5 |
Insights, Strategy & the Idea
With a target audience of urban youth, Show Your5 pitted English city against English city and street team against street team. Show Your5 enabled them to promote their teams, communicate their victories and delivered fame.
We used social media, branded content - editable and broadcastable by consumers - as well as traditional media and events to deliver massive interest. We created a unique partnership with the target audience's medium of choice, YouTube, the place where they compete for bragging rights. But while anyone can upload on YouTube, we did much, much more, creating a series of never-been-done-before communications.
Creative Execution
Embracing our target's dual consumption of TV and online, we launched the first simultaneous TV and YouTube takeover during half-time in a key Champions league game. We taunted rival cities through OOH, radio and mobile to provoke local teams. Radio included a partnership with XFM where DJs recruited their own teams. Online we let players hero their ground and celebrated the best players via highlights. Social media let players keep up with the news. We enabled our audience to edit and publish Nike content through a unique masher tool on YouTube. Players could extract clips from films of Rooney, Torres and Cole to create their own movies. We turned YouTube into a broadcaster for the final - the platform's first "appointment to view' content. Thousands of urban footballers tuned into YouTube for the game, an event promoted via advertising and editorial.
Additional content was produced by YouTube Super User Smivadee.
Results and Effectiveness
Sales of Nike5 product exceeded expectations. Nike5 kitbags sold out and T5, the most expensive boot in the Nike5 range - 40% more expensive than Nike5's cheaper options - outsold lower priced boots during the campaign.
The tournament sold out in 10 days, and 2,160 teams took part.
YouTube placements delivered a 500% increase in traffic to nikefootball.com.
6,500 new subscribers to Nike's YouTube channel, an increase of more than 100%.
More than 20,000 videos created in the Masher.
Cumulative views of Show Your5 content hit 1.1m, including 240,000 views for the final.
Smivadee had his most successful video ever.
(Mindshareworld.com)
