To promote the Nike iD performance customization system and launch their new Mercurial Vapor VIII iD, we wanted to approach a boot launch in a more disruptive way. So we created the first product customizer built within a YouTube video. Players could design their boots directly on YouTube to fit the exact specifications of their game. As they were creating them, they could see the boots in motion. From YouTube, users were then directed to the Nike store to complete their experience.

Successfully, 76% of the users who completed the experience bought the boots, helping Mercurial sales grow by 179%.

The choice of an interactive YouTube video was relevant as an innovative way to customize a product in a very dynamic way and see it in motion. YouTube being one of the most influential social platforms, we connected with players from five different countries in one single video. Not only was Mercurial iD Custom Advantage the first interactive Nike Football video, but it proved to be a highly effective method of engaging users and driving traffic towards a specific destination, such as nikestore.com

The interactive Mercurial iD film totalled more than 450k views and drove through to the Nike iD website, increasing traffic towards the nikestore.com by 20% compared with the previous year.

76% of players who completed the experience bought the boots.

Mercurial sales grew by 179% compared with the previous year.

Promoted videos = 16,741 views (average cost per view = $0.6)

Trueview activity = 316,841 views (average cost per view = $0.13)

Average cost per video over the whole campaign = $0.15