In France in 2012, there were really few branded entertainement operations, that's why in addition to its own echo in the target audience's heart, the Nike Barber shop made so many apparitions in media - earned media.

- We thought that every media has its own advantages, that's why we declined it in a movie that could tease FOTs, a virtual barber shop to make them taste the experience and share it with friends and real barber shops to make them get a free haircut and meet, socialize, discover the new kits...

- The ideal process to draw the audience to the content was 1st) they see the movie on Youtube 2nd) they come to the Facebook app via the CTA at the end of the video 3rd) they go to a physical barber shop via a schedule on the facebook app.

The possibilities of the experience were growing little by little following the type of media: just watch and enjoy on youtube, virtually interact on facebook, then be physically immersed into the experience and interact with stars/product/other fans via IRL barber shops.

The campaign was successful for the client because it aimed at making football obsessed teens and people who pay attention to football for international competition more aware of Nike sportswear and football clothes.

The web interactive film on YouTube has been seen more than 2,8m times.

The film broadcasted on Italian TV during the Euro final was seen by 21m people.

A lot of blogs, sites, newspapers and TVs talked about it around the world.

It has also been a success for consumers through the digital app on Facebook that gave to more than 30,000 people the occasion to get the haircut of their dreams. Thanks to the 7 real barbershops they could also meet stars and other fans, play, and gear up.