We featured 5 of the superstars in individual 2 minute documentaries profiling how they trained for the tournament. These videos were integrated into the on-air analysis of each game. We blurred the line between content and commercial as the commentators were provided with dialogue written specifically to throw to the videos based on the player’s performance on the ice.

The integration fit so perfectly within the tournament programming that it created a real time connection between Nike’s training message and how Team Canada actually performed on the ice.

The tournament achieved an additional 40% targeted audience and the online component reached over 2.5 million consumers, running 82 thousand streams of the player’s videos. At the peak, the campaign website had almost 1,000 daily visits and registered almost 7,000 kids, who created their own training programmes on niketraining.ca.