| Facebook Awards 2012 | ||
|---|---|---|
| Winners | - | Bronze Award |
Category: Best Use of Social Media Marketing
Advertiser: NIKE
Product/Service: RUNNING
Agency: LIVEAD
Chief Executive Officer: Lucas Mello (Livead)
Creative Directors: Mauro Silva/Keke Toledo (Livead)
Account Director: Aline Rossin (Livead)
Creative Manager: Julia Duarte (Livead)
Creative Manager: Pedro Perurena (Livead)
Art Director: Bruno Zampoli (Livead)
Influencer Manager: Amanh Asad (Livead)
Copywriter: Marcelo Rosa (Livead)
Project Manager: Karina Rehavia (Livead)
Account Executive: Felipe Oliveira (Livead)
Content Director: Ariel Gajardo (Livead)
Producer: Breno Assumpção (Livead)
Account Executive: Bianca Rodrigues (Livead)
Account Executive: Rafael Mendonça (Livead)
Content Copywriter: Lara Martins/Alex Correa/Bruno Reis/Gabriel Barreira (Livead)
Content Assistant: Priscilla Schall (Livead)
User Experience: Fernando Maciel/Fernando Amaral (Livead)
Web Producer: Marcus Vinicius (Livead)
Producers: Wendy Kerr/Regina Andrade/Nibio Salatino (Livead)
Videocase: Antonio Adriano Brito (Livead)
Media placement: Launch Meeting - Nike Store - 29 August 2011
Media placement: Kit Sign-Out Event - Nike Stores At Morumbi Shopping Center (SP) / Rio Sul Shopping Center (RJ) - 10, 11 And 12 October 2011
Media placement: Technical Congress Event - Pestana Hotel - 19 October 2011
Media placement: Application - Online / Facebook - 15 September 2011
Media placement: Confessional - Race Course - 20 October 2011
Media placement: Like Button - Race Course - 20 October 2011
Media placement: Animated GIF Mat - Race Course - 20 October 2011
Media placement: Facebook Wall - Www.facebook.com/nikecorrebrasil - 15 September 2011
Media placement: Twitter - Www.twitter.com/nikecorre - 15 September 2011
Media placement: Blog / Youtube / Flickr - Nikecorre.com, Youtube.com/nikecorre, Flickr.com/nikecorre - 20 October 2011
Insights, Strategy & the Idea
Nike proposed to change the perception of running in Brazil, where the sport is normally practised by older people. Running needed to be rejuvenated through communication actions.
The audience was composed of young runners who had been recruited through the Nike+ tool. Some of them were already part of one of the brand’s relationship programs with young runners.
The idea was to use the runners themselves as media triggers to tell the story of the event in an authentic manner to everyone who was not there.
The athletes became the protagonists of a new way of running, and Nike raised the banner of cool, fun, youthful and connected running.
Creative Execution
To take the athletes’ experience to digital channels, it was apparent we needed a mechanism that required no effort from them. We found in RFID technology the solution to provide frictionless sharing. We created interactive installations in the race that sent sharing messages every time the runners went by them. The interactions generated animated GIFs, Like messages and videos on the athletes’ walls. Without requiring any effort beyond that of running, the athletes became the triggers that spread the experience to other people in real time.
Results and Effectiveness
This action was the most important step in a large project to renew running culture in Brazil. In the social networks alone (Facebook, Twitter and Blogs), 2.9 million people were impacted. Nike showed a new way of running and today its running group, launched in July 2010 with 100 people, already brings together 2764 runners. The fanpage grew from 152 thousand fans to 181,000 during the three days of the event. Today, it already has 459,000 fans. With this audience, owned media has gained power; it has been helping launch products and decreasing the investment in paid media.