Led by “RonalDO & RonalDON’T”, Nike is deploying a series of endorser-focused, event-specific responsive ‘Believe…Featuring’ micro-campaigns leveraging player specific Russia 2018 on-pitch actions.
The social phase combines animated content recreating career defining on-pitch events with matching interview pieces with the player discussing their approach to these key pressure moments.
This strand of the brand’s World Cup work is introduced through creative telling the story of Nike soccer superstar Christiano Ronald’s most iconic goal to date ‘That Bicycle Kick’.
Thus, ‘That Bicycle Kick’ is amplified across all the usual Nike digital and social platforms.
and this is paired with a matching pre-shot, player interview video where Ronaldo himself talks about ‘That Bicycle Kick’.
These executions drive viewers find out the full story from Cristiano Ronaldo himself at https://www.nike.com/bootroom
This same approach is then been applied to events and action during the tournament as it happens in responsive creative.
For instance, another pair of Ronaldo ‘Talking To The Ball’ pieces followed on from his stunning free kick during Portugal’s 3:3 draw with Spain in the opening round of games.
A further set of Nike player endorser, pre-shot interview spots are also rolling out to leverage their appearances and performances in World Cup games.
These include England skipper Harry Kane.
Comment:
Responsive, low latency work linked to events on the pitch as they unfold is all the rage at this World Cup.
One interesting ambush example if The Economist’s reactive World Cup campaign (see case study).
Other Russia 2018 campaigns from Nike running in parallel with this marketing strand range from ‘Going Brazilian’ (see case study) to its ‘Never Ask’ campaign is Russia (see case study) and its Nigerian team documentary.
Links:
Nike / Nike Football
https://www.nike.com/gb/en_gb/c/football
https://www.youtube.com/user/nike
https://www.youtube.com/user/NikeFootball
https://twitter.com/nikefootball
https://www.instagram.com/nike/
