TASUKI TWITTER by Wieden + Kennedy Tokyo for Nike

Adsarchive » Promo , Case study » Nike » TASUKI TWITTER

TASUKI TWITTER

Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Japan
Agency Wieden + Kennedy Tokyo
Executive Creative Director Frank Hahn, Naoki Ito
Art Director Naoki Ga
Designer Daisuke Maki, Shuhei Aoyama
Producer Seichi Saito
Account Supervisor Ted Yukawa
Released December 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NIKE JAPAN
Product/Service: RUNNING FOOTWEAR
Agency: WIEDEN+KENNEDY TOKYO
Date of First Appearance: Dec 28 2009 12:00AM
Entrant Company: WIEDEN+KENNEDY TOKYO, JAPAN
Entry URL: http://www.wktokyo.jp/storage/award/10/cannes/nike_tasuki_twitter/
Executive Creative Director: Naoki Ito (Wieden+Kennedy Tokyo)
Executive Creative Director: Frank Hahn (Wieden+Kennedy Tokyo)
Art Director: Naoki Ga (Wieden+Kennedy Tokyo)
Copy Writer: Hiroshi Kuyama (Wieden+Kennedy Tokyo)
Interactive Strategist: Yoshikazu Ishihata (Wieden+Kennedy Tokyo)
Designer: Daisuke Maki (Wieden+Kennedy Tokyo)
Designer: Shuhei Aoyama (Wieden+Kennedy Tokyo)
Producer: Seichi Saito (Rhizomatiks)
Account Supervisor: Ted Yukawa (Wieden+Kennedy Tokyo)
Account Executive: Mai Fukue (Wieden+Kennedy Tokyo)
Media placement: Online Banner - Twitter - 2 January 2010
Media placement: Nike Running Account - Twitter - 28 December 2009
Media placement: Live Streaming - Ustream - 2 January 2010
Media placement: Nike Running Blog - Http://inside.nike.com/blogs/nikerunning_events-Ja_JP - 2 January 2010

Results and Effectiveness
As a result, in 2 days, more than 1,000 messages were sent, from the 2,531 followers on Twitter. More than 500 people came to the event at the Nike Harajuku store on the day after the race to celebrate the winning team. This event and the Tasuki Twitter was widely picked up by TV, newspapers, and by major online media.

Creative Execution
Over the 2-day race, cheering messages came one after another. The messages stormed in as the race heated up. Within 12 hours after the 2 day race, the stitched messages were put together into a big, long “tasuki” for each team and presented to them. The big “tasuki” recorded the dramatic events that occurred during the race through the emotional cheers from the fans. One of the Nike supported teams succeeded to finish in 1st place.

Insights, Strategy & the Idea

Japan has a totally unique running event, Ekiden. The most famous Hakone Ekiden, a relay marathon where 10 runners from universities each run over a 2-day period. The race takes place at the beginning of every year. One out of every four Japanese watch the race. Nike Japan tasked us to come up with an innovative, interactive way to cheer and celebrate the four universities that it supports. During the race, each runner on the team runs and passes the "Tasuki" a cloth sash baton, to the next runner. Passing the Tasuki resonates with the Japanese mentality of keeping the team spirit together and represents the strong bond and will among the teammates. Our idea was to use the “tasuki” and create a new interactive media experience. Collect live cheering messages through Twitter and sew them onto “tasukis” LIVE during the race for each of the 4 teams.