WIEDEN+KENNEDY, London / NIKE / 2013
My Time is Now rewarded hunger in the next generation of global footballers. The hungrier young players were, the more they took from the campaign.
A worldwide football competition [The Chance] invited our audience to demonstrate their hunger first on Facebook, then on the pitch.
A TV spot in the Champions League Final continued the narrative, showcasing kids from The Chance hijacking a Holland v France match.
Alone, the ad sparked sharing and generated conversation, but the hungriest discovered this wasn’t just a film. They shared digital ‘tunnels’ buried within the film that transported them seamlessly into different worlds including:
• FC Barcelona’s Academy.
• ‘Sonic’ in Nike boots.
• ‘The Barbershop’ for a footballers haircut.
• Mental strength tests with Laurent Blanc.
The ‘tunnels’ helped their understanding of what’s required to succeed in football. The hungrier they were, the more they discovered, experienced and learnt, and the better footballers they could become.
‘The Chance’ activated this campaign with Football Obsessed Teens [FOTs] generating noise on Facebook before proving their hunger on pitch.
Facebook recruitment films revealed Nike’s team of scouts [Pep Guardiola, Rio Ferdinand etc] globally hunting for hungry young talent.
A prime-time ad in the Champions League Final showcased ‘The Chance’ participants. But this was more than a film…
Soon the hungriest FOTs discovered and shared digital ‘tunnels’ buried within the film on YouTube, QQ and Xbox seamlessly transporting them into different worlds. They shared their ‘tunnel’ experiences, generating conversation that trended globally on Twitter.
Each touch-point enabled FOTs to unearth more content within the campaign, from participating in ‘The Chance’, to sharing experiences in the film, interacting with DOOH and even getting a footballer’s haircut in pop-up salons.
As a result, FOTs were not simply inspired as spectators of a campaign, instead they were enabled by participating in it.
In 2012, competition against its main rival was fiercer than ever. Nike circumnavigated the share-of-voice battle in the global football conversation, focusing instead on share-of-engagement. This campaign challenged and rewarded Nike football consumers’ hunger, becoming the biggest mass-participation event the brand has ever inspired — on and offline. It redefined what a football campaign could be, protected Nike’s position in key global markets and drove double-digit category growth.
Nike Brand President, Charlie Denson,: “We launched an epic football story. It averaged 2million views a day in its first week…Another example of how to digitally connect with our audience. It created a ton of excitement… that drove a double-digit increase.”
‘The Chance’: 55 countries,150k participants, 3.8m LIKES, 5.5m views of recruitment films
MTIN film: fastest-growing Nike film of all time. YouTube: 756 views/min at launch, 41.3m views across all platforms. Average dwell-time: 5.45 minutes
Over 67million minutes of brand engagement online.