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13/03/2014 by

Nike’s #DareToZlatan Campaign: Crazy Or Genius?

Zlatan Ibrahimovic and Nike have teamed up to create a remarkable new campaign called #DareToZlatan.


Zlatan Ibrahimovic is known for his amazing football skills,  but definitely also for having a high opinion of himself.

We showed you before that Zlatan can be the key for viral success and besides being a professional football player, he’s also a passionate gamer.

This week Nike launched an interesting campaign which is entirely focused on the Paris Saint-Germain striker.

The campaign started with 2 teasers from Zlatan on Twitter:



The day after Nike released 3 online videos, one of which involves Zlatan performing keepy-ups in Hell:

YouTube Preview Image

In the second he takes a free-kick against a white tiger:

YouTube Preview Image

And in the third one we see Zlatan’s amazing dribble, dodging nitro’s from the sky:

YouTube Preview Image

Short after the release of the video’s, Zlatan started answering questions from Twitter users about how to play the Zlatan way.

It led to comical results with the footballer asking the social network to allow him to break the 140-character limit: @Khaledsaifi asked Zlatan:


Zlatan answered:

Nice on right? Keep on reading, it gets better:


And don’t think Zlatan has a lack of convidence:

And to absolutely sure:


These tweets kept on coming the whole day. Finally Zlatan made a final tweet that day:


My Opinion

We’ve seen a lot of great Nike campaigns before.

The fact that this one started with some viral teasers on YouTube and continued, unexpectedly, on Twitter instead of an expensive flashy campaign website.

The campaign shows some great examples on how social marketing is becoming more about storytelling instead of just pushing brand messages.

Sure this campaign is backed up by copywriters and smart community managers, I doubt if Zlatan has made any tweets himself.

But I don’t care!

The content is great. It communicates football as it should be, with passion, self-confidence and a bit of madness.

Just the way Zlatan is!

What About You?
How do you rate this campaign? Let us know!

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About the Author
Laurens Bianchi is an independent online (sport) marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is also the Social Media Consultant for the Royal Dutch Football Association. Follow him on Twitter or contact him on LinkedIn.


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