NIKE PRIMETIME R/GA New York para Nike

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NIKE PRIMETIME

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Sector Ropa de deporte
Media Promo / PR, Case study
Mercado Estados Unidos
Agencia R/GA New York
Executive Creative Director Albert Patton
Art Director Chris Jovanov
Copywriter Brad Soulas
Creative Jonathan Ayers
Publicado febrero 2013

Creditos y descripciones

Advertiser: NIKE
Agency: R/GA
Category: Best Use of Social Media
Advertising campaign: NIKE PRIMETIME
Copywriter: Brad Soulas (R/GA)
Senior Producer: John Mullin (R/GA)
Creative: Jonathan Ayers (R/GA)
Senior Visual Designer: Erik Finsrud (R/GA)
Executive Director: Quality Assurance: Michael Shagalov (R/GA)
Tech Team Lead Release Manager: Nauman Hafiz (R/GA)
Group Executive Creative Director: Sammi Needham (R/GA)
Executive Creative Director: Albert Patton (R/GA)
Associate Producer: Celeste Eberhardt (R/GA)
Experience Designer: Evinn Quinn (R/GA)
Technical Team Leader: Fernando Mazzon (R/GA)
Back End Developer: Jameson Edwards (R/GA)
Developer: Pedro Macheno (R/GA)
Design Director: Rasmus Wängelin (R/GA)
Quality Assurance: Richard Khirelli (R/GA)
Art Director: Chris Jovanov (R/GA)
Jr. Open Standards Developer: Eric Estes (R/GA)

Effectiveness
So, Nike basketball is not only turning star athletes into do-it-yourself content creators - it’s making them more accessible to their fans, and turning them into powerful brand ambassadors.With Primetime, Nike Basketball has made interactions between pros and fans more authentic and personal, taking their social media from one-to-many to one-to-one.

Strategy
Pro athletes have always been a huge part of the Nike brand. But thanks to social media, fans are no longer satisfied with just seeing their sports heroes in commercials; they want direct, personal contact.Everyday, scores of Nike Basketball fans tweet @Nikebasketball to connect. Nike wanted to take tweeting to the next level by directly connecting fans to their basketball idols.

Execution
Nike Primetime is an app that lets the NBA players reply to tweets through custom video. When an NBA star logs in, posts and tweets collected by Nike are there waiting for the player. Then, the player simply chooses a tweet and surprises a fan with a special video response. The lucky fans who receive a video reply can then share it on Facebook, encouraging more fans to join in.