Cannes Lions

NIKE+ FUELBAND

AKQA, London / NIKE / 2012

Overview

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Credits

Overview

Description

#makeitcount is an online campaign and appeared globally.

Execution

On New Year’s Eve 2011, Nike asked the world: 'How will you #makeitcount in 2012?'Nike and 87 pro athletes tweeted their pledge for the year, inviting followers to do the same – creating an exponential response.Consumers responded to #makeitcount tweets from their athletic heroes with their own, and got personal responses in return.

Celebrities & brand advocates engaged each other in dynamic conversation about how they would #makeitcount in 2012 – eg. Piers Morgan replied direct to Wayne Rooney about how he would #makeitcount.Additionally, Nike supported the launch of the campaign with a Promoted Trend on Twitter.

Outcome

Over 130,000 people responded, and Nike’s dedicated community team replied to everyone with tweets of support and personalised video messages from Nike athletes.In fact, Nike formed an ongoing relationship with every single one to help them to fulfil their pledge to #makeitcount in 2012.The activity was celebrated in real-time feeds on a huge scale at SXSW, NikeTown NYC, Times Square and beyond.

The Nike+ FuelBand sold out within hours of launch, making it among the most successful launches in the company’s history.Twitter.com/nike went from 0 to over 100,000 followers in 3 days. The account now has over 360,000 followers, 25x the size of our biggest competitor.

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