Cannes Lions

NIKE EPIC

R/GA, New York / NIKE / 2012

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Overview

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Credits

Overview

Description

Nike wanted a campaign to engage fans’ passion for basketball. Our answer: EPIC, a global social media-based platform that tracked the active chatter around each NBA player and ranked them accordingly.

Execution

Going beyond stark stats, Nike EPIC is a real-time reflection of who’s bringing their A-game to the court through the eyes of the fans. EPIC tracks global tweets and generates a data visualisation grid of who’s hot based on Twitter mentions. The more tweets a player got, the higher they rose on EPIC. Switching to 'kicks view', fans can also check out players’ signature kicks. In game mode, players’ tweets are applied to their team, so the team that garners the most tweets claims victory.

Outcome

With EPIC, fans’ cheers count, and Nike is keeping score. EPIC received over 12m tweets from fans worldwide during its run, with over 750,000 visits to nikebasketball.com.

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