Nike Promo, Case study SHOW YOUR 5 by Mindshare London

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Mindshare London
Producer Steve Butterworth
Released March 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: NIKE
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: MINDSHARE, London, UNITED KINGDOM
Head of Client Leadership: Nick Ashley (Mindshare)
Account Manager (Client Leadership): Johan Hargreaves (Mindshare)
Business Director (Invention): David Norris (Mindshare)
Account Director (Invention): Tim Mitchell (Mindshare)
Business Director (Exchange): Bryan Magee (Mindshare)
Account Director: Gareth Nettleton (AKQA)
Account Director: Karrelle Dixon (Wieden and Kennedy)
Account Handler: Alex Underwood (Google)
Chief Operating Officer: James Clifton (Masher)
Producer: Steve Butterworth (CC Lab)
Media placement: TV - ITV/Digital - 24 February 2009
Media placement: Radio - Regional - 25 February 2009
Media placement: Search - Google - 25 February 2009
Media placement: Digital OOH - Regional - 25 February 2009
Media placement: Mobile - Text Codes - 2 March2009
Media placement: IPTV - Regional Student Targeted - 2 March 2009
Media placement: Radio Partnership - Xfm - 2 March 2009
Media placement: OOH - Regional - 2 March 2009
Media placement: YouTube - Masher Tool Launch / Highlights Content - March / April 2009
Media placement: YouTube - Youtube Superuser Video Launch / "As-Live" Streaming Of The Final Through Youtub - May 2009

Results and Effectiveness
Sales of Nike5 product exceeded expectations. Nike5 kitbags sold out and T5, the most expensive boot in the Nike5 range – 40% more expensive than Nike5’s cheaper options – outsold lower priced boots during the campaign The tournament sold out in 10 days, and 2,160 teams took part. YouTube placements delivered a 500% increase in traffic to 6,500 new subscribers to Nike’s YouTube channel, an increase of more than 100%. More than 20,000 videos created in the Masher.

Creative Execution
Embracing our target audience’s dual consumption of TV and online, we launched the first simultaneous TV and YouTube takeover during a Champions league game. We taunted rival cities through OOH, radio and mobile content to provoke sign-ups. Online we let players hero their ground and celebrated the best via video highlights. Social media distributed content. We let our audience edit and publish Nike content through a unique masher tool on YouTube. Players could extract clips from films of Rooney and Torres to create their own movies and earn bragging rights. We turned YouTube from a distributor of content to a broadcaster for the final – the platform’s first 'appointment to view’ content. Whilst Mum and Dad were watching ITV downstairs, thousands of urban footballers across the country were tuning into YouTube in their bedrooms, an event promoted via advertising and editorial. Additional content was produced by YouTube Super User Smivadee.

Insights, Strategy & the Idea
Nike Show Your5 is a football tournament designed to boost sales of Nike’s new kit for the five-a-side version of the game. But it’s also much more than that. It’s about making the players famous, on their terms, putting them in control of the message and content distribution. With a target audience of urban youth, Show Your5 pitted English city against English city, street team against street team. Show Your5 enabled them to promote their teams, celebrate victories and generated massive fame for the winners. We used branded content – editable and broadcast-able by consumers – to deliver massive interest from recruitment right through to the final. We created a unique partnership with the target audience’s medium of choice, YouTube, the place where they compete for bragging rights. But while anyone can upload on YouTube, we did much, much more, using branded content to create a series of never-been-done-before communications.