Brazilian star midfielder Ronaldinho is the symbol for Nike Football. We produced content comprised of training/practice movies, text, games, and more to improve skills and techniques for young footballers to become the next Ronaldinho, and distributed that everyday for 90 days from the mobile Nike brand website. Toward the end of the campaign, we held a contest where videos were submitted. We asked youngsters to send in reports of what they had accomplished through their 90-day training. The two most outstanding players were chosen and invited to the FC Barcelona camp held in Spain. They reported their experience in Spain on the mobile Nike brand website by uploading diaries using their mobile. As a result of that, their experience in Spain were shared with kids in Japan. And finally they met with real Ronaldinho.

At the end, the number of mobile website members had risen 200%,and the number of PV for the website’s top page during the campaign period rose 860% compared to the top page.

These figures show it was able to successfully and thoroughly convey Nike’s brand message.