Nike Digital, Case study Twitch Goal Celebrator by Red Keds

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Twitch Goal Celebrator

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile, Case study
Market Russia
Agency Red Keds
Creative Director Valeriy Volchetskiy
Art Director Dmitriy Shvets
Copywriter Nikita Kumachovs
Producer Feliks Byichenkov
Released September 2016

Awards

ADCR Awards 2017
Promotions & New Media New Use Of Media Bronze

Credits & Description

Agency: Red Keds
Original Title: Twitch Goal Celebrator
Client: Nike
Project Manager: Mitya Mescheryakov
Creative Director: Valeriy Volchetskiy
Head of Strategy Department: Anna Levant
Copywriter: Nikita Kumachovs
Producer: Feliks Byichenkov
Art Director: Dmitriy Shvets
Designers: Anton Aleksandrov, Elena Zernova
Motion Designers: Maksim Gordienko, Maksim Tsirlin
Managers: Darya Grineva, Anastasiya Tretyakova
Synopsis:
Product – Hypervenom 3 football boots by Nike designed to do two things above all else: cut and strike.Task – low budget digital activation for teenage football lovers. FIFA 17 and Twitch are the perfect platforms for such an activation as the target audience plays and watches all kinds of football offline and online. But FIFA has a contract with our competitor and all advertising activity in FIFA is not allowed for other companies. ExecutionDigital tool for FIFA 17 Twitch streamers. The tool runs a goal celebration and Nike Hypervenom 3 promotion during livestream every time when a streamer scores a goal and shows to the audience the full power of Hypervenom3. Results
+20% comments during celebration, comparing to regular broadcasting
1200000 views$0 - integration budget