Nike raised its digital marketing game to a new level this year, with “Risk Everything”, a brilliant multi-platform campaign that featured the two most watched brand ads on YouTube: “Winner Stays” and “The Last Game”, generating over 105 million and 76 million views, respectively.
“The Last Game” was particularly innovative as it was a 5-minute animated short film featuring several of soccer’s biggest stars that incorporated an inspiring story and managed to capitalize on the buzz surrounding the FIFA World Cup without ever explicitly mentioning the event, as Nike chose once again not to be an official sponsor.
Nike parlayed the success of this video with #AskZlatan, a cross-platform social media campaign featuring animated Swedish soccer star answering questions from Nike Football’s Twitter followers through a series of short films.
The cherry on top was a live Google+ Hangout with the animated character, which it promoted through its Facebook and Twitter accounts. Although the event generated only 17,000 views, it was innovative in that it was likely the first live brand event where the guest star was an animation.
For more insights on Nike and other brands’ digital performance, download L2’s Digital IQ Index: Sportswear 2015.
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