New Campaign By Nike Premieres On Facebook
A little over a week ago Nike launched their new campaign titled The Chosen. Instead of launching their new campaign on TV, Nike choose to launch it through social media. The premiere of The Chosen was shown on Facebook, which included its 90 second TV spot. ‘The Chosen’ is the very first ‘Just Do It’ campaign in the fast growing Nike action sports category, which includes snowboarding, surfing and BMX.
The new ‘Just Do It’-campaign consists of a spectaculair new video with skateboard, surf and BMX legends like Paul Rodriguez, Julian Wilson and Danny Kass. As well as featuring the TV ad premiere on Facebook, the campaign was launched with a video contest calling for user generated content across each of the sports. The winner, the chosen one, gets the chance to live like a Nike Pro athleet for a year.
The theme of the campaign continues with its video contest, which starts with asking for submissions of videos featuring people’s ‘crews’. The crews are challenged to create as much buzz around their entries, user generated content, as possible, using a variety of social media tools. The finalists then face a vote by professionals within Nike and their athletes to determine the winner, who will then win ‘The Chosen’ lifestyle.
This is also a well-considered campaign by Nike as each sport Page has been set up to feature the content, showing the coordinated approach. By using crews to create buzz and potential vial spread, Nike immediately identifies its key influencers, which can also be used for future campaigns.
What’s interesting about this campaign is the prominence that social media was given, with the ad spot breaking on Facebook nearly 3 days before it premiered on TV, during the NBA finals. TV is falling further down the marketing chain for many brands and agencies. Indeed, social media ad spend is expected to quadruple by 2015, contrasting with an expected 2.5% growth for TV ad spend in 2011.
Source: The Next Web