Nike Promo, Case study THE CHANCE by Akqa London

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Promo & PR, Case study
Market United Kingdom
Agency Akqa London
Associate Creative Director Davor Krvavac, Simon Schmitt
Creative Director Phil Haworth
Designer Andreas Levin
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Agency: AKQA
Date of First Appearance: Apr 1 2010
Entrant Company: AKQA, London, UNITED KINGDOM
Entry URL:
Creative Director: Phil Haworth (AKQA)
Associate Creative Director: Davor Krvavac (AKQA)
Senior Designer: James Chorley (AKQA)
Associate Copywriter: Nat Cantor (AKQA)
Account Manager: Simon Stocks (AKQA)
Client Partner: Geoff Northcott (AKQA)
Group Creative Director: Duan Evans (AKQA)
Account Director: Jo Holdsworth (AKQA)
Technical Director: Greg Sharp (AKQA)
Project Director: Matt Lodder (AKQA)
Chief Creative Officer: James Hilton (AKQA)
Production Company: (Archers Mark)
Designer: Andreas Levin (AKQA)
Associate Creative Director: Simon Schmitt (AKQA)
Media placement: Website - Nike Football - 1 April 2010
Media placement: Social Channels - YouTube, Facebook And Twitter - 1 April 2010

Insights, Strategy & the Idea

Summer 2010. The world’s attention was focused on the World Cup. Nike’s campaign tagline was ‘Write the Future’ and we brought it to life, making the promise come true for committed young football players.

‘The Chance’ was an ambitious and ground-breaking integrated campaign to discover the world’s best un-signed young footballers. The ensuing 6-month competition created an entirely new format: a real-time reality show, broadcast entirely across social media channels. Over 75,000 footballers from 41 countries competed for a life-changing contract with the Nike Academy 2011-12. Eight of them had their lives changed forever.

Creative Execution
The call to arms was issued by Arsene Wenger at a press conference streamed live on Facebook from Nike’s Soweto football centre on the eve of the World Cup.

In response, 17,000 players created custom Facebook fan pages as a springboard to raise their profile. Contestants uploaded videos, testimonials, stats and dreams onto their pages. Regular progress updates became the norm – every step of the campaign broadcast to their ever-growing numbers of fans. That number reached 5.5 million - users who had given their support by ‘liking’ a player’s fan page. The more the competitors networked, the more popular they became – gaining the Nike Scouts’ attention and a way into the trials.

Over the next 5 months, 75,000 footballers were invited to take part in their country’s trials. From here, the best 100 made it to the global finals in London to battle for a contract with the Nike Academy.

Results and Effectiveness
After an intense three days of final trials under the eye of elite pro coaches and scouts, eight players earned a contract with the Nike Academy 2011-12.

The Chance was a hugely successful campaign, delivered entirely through earned media via social media channels. From the final’s daily update films, which were posted to Facebook within 12 hours of shooting, to the ground-breaking connection players had with their fans – The Chance transformed the possibilities for young footballers everywhere and gave eight young players the chance of a lifetime.