The Chance - Nike Campaign
(Highly recommend! Really emotional engaged)
The Chance is one of recurring campaigns that hold by Nike, which gives youngsters around the world the chance to win a place in The Nike Academy for a year.
The campaign first ran for six months in 2010 through Nikefootball.com, Facebook, Twitter and Youtube.
Participants created more than 17,000 Facebook pages which reached an additional 5.5 million fans.
Furthermore, 2,000 user-generated videos and 28,000 player posts were created and the brand received 3.4 million YouTube views.
The winners were given a full year attendance in the Academy, getting to play against the reserve teams of Premier League and other clubs.
Through this campaign, we can see the great value Nike created, which provides people a feeling that Nike is not only about selling spot related products but also providing the chance to people who are holding their dreams!
Thus, what we can learn from video as a marketer?
In my point of view, the creation of the context and the emotional attachment are very important for companies to diffuse their brand image through social media.
And what is your opinion?
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