I AM PLAYR by WE R INTERACTIVE for Nike

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I AM PLAYR

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market United Kingdom
Agency WE R INTERACTIVE
Director Adam Gendle
Creative Director Richard Welsh
Editor Simon Rogers
Released June 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best use or integration of gaming Gold

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of gaming
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Agency: WE R INTERACTIVE London, UNITED KINGDOM
Advertiser NIKE
Product NIKE FOOTBALL
Entrant WE R INTERACTIVE London, UNITED KINGDOM
Type of Entry: Branded Entertainment
Category: Best use or integration of gaming
Title: I AM PLAYR
Advertiser/Client: NIKE
Product/Service: NIKE FOOTBALL
Entrant Company: WE R INTERACTIVE London, UNITED KINGDOM
DM/Advertising Agency: WE R INTERACTIVE London, UNITED KINGDOM
2nd DM/Advertising Agency: BIGBALLS FILMS London, UNITED KINGDOM

Director: Adam Gendle ()
Sound Design: Angell Sound ()
Editor: Simon Rogers ()
Co-Founder: Chris Kelly (Bigballs Films)
Writer: Lauren Davies (Bigballs Films)
Writer/ Director: Lewis Georgeson (Bigballs Films)
Creative Director: Richard Welsh (Bigballs Films)
Games Designer: Dan Mayers (We R Interactive)
Chief Executive Officer: David Rose (We R Interactive)
Head Of Content: Jonny Wardle (We R Interactive)
Co-Founder: Oli Madgett (We R Interactive)
Executive Producer: Steve Didd (We R Interactive)

Describe the campaign/entry
In the UK, broadcast product placement opportunities are limited and do not allow brands to be part of the storyline.
Until now, the opportunities for brands in social gaming have been restricted to poorly executed bolt on 'advergames', or virtual short-term vanity items.
I AM PLAYR brings together for the first time the best of games, film and TV production to provide a new platform for brands where they can be integrated seamlessly into a narrative, through video content (product placement and sponsorship) and also via virtual in-game products.



Results


Objectives/Challenge:
Nike’s objectives are to create engagement with its’ core target audience of ‘Football Obsessed Teens’, reinforcing the brand’s commitment to football and positioning them as leaders in innovation, whilst driving product sales and raising awareness of Nike’s existing products and new launches.
Strategy:
To integrate Nike into the I AM PLAYR world, weaving them seamlessly into the very core of the game by creating a number of logical story units for a user to interact with, using Nike-branded products in all of the football related scenes, and inserting virtual Nike boots in the in-game store.
Execution:
Nike is woven seamlessly into the very core of I AM PLAYR in a number of ways, and visible through all the content revolving around life on the pitch.
This is achieved through point of view video interactive storylines such as being awarded a Nike sponsorship deal and visiting the Nike Academy, Nike branded product appearing in all of football related scenes, and game play content such as hoarding advertising running round the pitch.

The entire Nike boots range is available in the I AM PLAYR virtual product store with different boots giving the user different in-game attributes corresponding to the real world attributes of the boots, and ensuring I AM PLAYR users engage with the brand every time they log on to play the game.




Describe the creative solution to the brief/objective.



PR - blogger engagement programme, print-based consumer PR - football, generic sport and men's magazine titles, national and marketing trade press
Digital advertising campaign - Facebook advertising
Social media marketing - Twitter and Facebook campaigns
In-game viral mechanics




Describe the results in as much detail as possible.



Statistics for the period 16 March 2011 - 12 April 2012:
- 170,000 UK I AM PLAYR users view Nike content
- 4,261,028 people visit virtual Nike boot store
- 124,714 people return to Nike Academy
- 377,000 pairs of virtual Nike boots are purchased
- 37.5m Nike videos are viewed, equating to 14,614 days (40 years) worth of Nike-branded video content viewed
“As a brand we are constantly looking for new ways to credibly connect with young footballers. But fundamentally that needs to be a connection on their terms, not ours. I AM PLAYR represents not only the future of gaming, but also one of the potential futures of brand communication. For Nike it’s a natural brand partnership that we just couldn’t miss being a part of”. - Simon Owen, Brand Communications manager, Nike.