Nike 'Write The Future'

The NIKE Write the Future campaign was launched primarily using social media. Not surprisingly, NIKE Football’s Facebook page was the cornerstone of our social media strategy, helping to garner 1.9 billion online campaign impressions and over 40 million online views of the film. Write the Future had more likes on Facebook and more mentions on Twitter than any other campaign and became the most shared brand online in 2010. The campaign has just won two Gold Cannes Lions.

Article tools

  • Print

Get the Flash Player to see this player.

Issue

How do you lead the conversation and energy during World Cup 2010 without being an official sponsor?  Mindshare was tasked with ensuring Nike not only won the battle of inspiration but also the battle of participation via social media.


Insight

Fueled by people powered media, Football has the power to permeate popular culture - globally, regionally and locally.


Idea

Inspire consumers by illustrating the ripple effect that Football creates within popular culture. Enable consumers to fuel the ripple effect via social media (in real time).


Activation

We engineered a global flare of unparalleled impact, recruiting 17 fans every second on Facebook whilst becoming the most shared brand on the planet in 2010. An epic three minute film appeared in the first global roadblock of the Champions League final. Our newly recruited fans engaged with the largest outdoor site in Johannesburg posting live messages. Further engagement was created via an app that allowed fans to write their own future. In parallel, an activation programme ‘The Chance' scouted elite football talent via Facebook culminating in the opportunity to trial with a premier league/championship club.


Investment Return

The most shared campaign on the planet in 2010.
12.5 million loyal fans (continuing to grow).
Global sales growth of 7% following the campaign.

Mindshare sites:
Close
Login:
Close