Nike Promo, Case study CODE RED by Akqa London

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CODE RED

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Promo & PR, Case study
Market United Kingdom
Agency Akqa London
Creative Director Phil Haworth
Art Director Rodrigo Sobral
Released July 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Agency: AKQA
Date of First Appearance: Jul 1 2010
Entrant Company: AKQA, London, UNITED KINGDOM
Entry URL: http://www.nike.com/nikefootball/man-utd-pre-season/code-red?locale=en_GB
Client Partner: Geoff Northcott (AKQA)
Group Creative Director: Duan Evans (AKQA)
Creative Director: Phil Haworth (AKQA)
Senior Copywriter: Paul Anglin (AKQA)
Account Director: John Wilson (AKQA)
Senior Designer: Stefan Kostov (AKQA)
Associate Designer: Andreas Levin (AKQA)
Art Director: Rodrigo Sobral (AKQA)
Motion Graphics Designer: Steve Gurr (AKQA)
Chief Creative Officer: James Hilton (AKQA)
Media placement: Films - X19 - YouTube - 1 July 2010
Media placement: Brand Website X27 Countries, X19 Languages - NikeFootball.com - 1 July 2010
Media placement: Social Media - Facebook, Twitter - 1 July 2010

Insights, Strategy & the Idea
After the World Cup, the world could be excused for being football fatigued. But to inspire and enable our audience of footballers to train for the new season, Nike Football launched Code Red.

A global, online campaign providing ultimate behind-the-scenes access to Manchester United’s pre-season training US tour, launched across 27 markets, in 19 different languages. Code Red came alive on Nike Football’s social channels, specifically Facebook. Nike invited their social community to take control of our embedded video bloggers, and tell them which players they wanted to hear from and what they wanted to learn.

From speed training to nutrition and psychology, Code Red was designed to showcase the new Manchester United shirt and kick-start a young footballer’s pre-season with powerful insights from a proven champion.

Creative Execution
The aim of the campaign was to inspire and enable football-obsessed teens to prepare for their new season with ultimate behind-the-scenes footage of Manchester United’s pre-season training and US tour – their Code Red. From coaches to superstars and ingénues – the campaign painted a picture of a little-seen but fundamentally important part of professional football.

Not only did we provide a regular feed of unprecedented footage, allowing our audience inside one of the world’s best teams, we also invited them to take control and tell us who they wanted to talk to and what they wanted to learn. The Manchester United stars responded directly to the entrants on our Facebook page by answering their question and signing a new Manchester United shirt for them on camera.

We promoted Code Red entirely through our own Nike Football social channels including Facebook, Twitter, YouTube and our brand site.

Results and Effectiveness
The campaign ran for five weeks during the 2010/2011 pre-season. On Nike Football’s YouTube channel (where the campaign videos resided) they had more than 1.7million views. On Facebook, they had an average of 1,683 interactions per post and a total of over 40,000 interactions over the campaign, NikeFootball gained over 300,000 new fans during the campaign and hit the ground running when the new season kicked off.