SOCIAL MEDIA CAMPAIGN ON NIKE

Nike Over View

Nike is the Ancient Greek goddess of victory It is one of

the most recognized symbols in the world The Swoosh.
Simple. Fluid. Fast.

Nike Over View cont.

Nike is the worlds largest designer, marketer, and distributor of sports-related apparel,
equipment , accessories, athletic footwear and athletic apparel.
Nike was founded in 1964 by Bill Bowerman and Phil Knight and opened its first store in Santa
Monica, California, in 1966.
The company introduced its Nike brand of shoes in 1972.
The company officially renamed itself Nike in 1978.
BY 1980, the company had reached a 50% market share in the U.S athletic shoe market and had
become a publicly traded company.
By 1985 new era by introduction of a Michael Jordan-endorsed basketball shoe. By end of 1988
Nike to the top of industry.
By 1988 started to began diversify with purchase Cole Haan shoes and aquire other brands.
Bauer in 1995
2004

Hurley in 2002
Umbro in 2008

Converse in 2003

Starter in

TYPES OF PROMOTIONS

Social media campaign

Facebook :
Nike has separate Facebook page for each of its product categories.
It includes golf, snowboarding, fuelband and other sports.
It have two football pages- one for the American version and the other for everyone else
in the world.
Nike pages have 17.2 million followers. It also have more than 3500 likes and almost
1000 comments in its photo gallery.
Nike updated their page several times per week with a focus on athletes and sports
products.
C:\Users\rahul\Desktop\nikefacebooknew.png

Twitter :
Nike has individual feeds for its subsidiary brands, including golf, Basketball, FuelBand, Nike.com

and Football.
Nike has 766000 followers and responds to more than 100 tweets per day regarding order queries,

stock information and product details.

Nike have different platform to responds to their customers

Nike Football feed is on hand to give out training advice, product information or encouragement
to other users.

Nike.com responds to the huge number of people to discuss their training schedule and give
motivational device.

SOCIAL MEDIA CAMPAIGNS

Livestrong
The campaign revolved around printing messages on roads around the Tour de France route.
The 'Chalkbot' was automatically programmed to paint personalised text and online messages
in yellow chalk along the route as part of the Lance Armstrong Livestrong campaign.
The aim was to provide messages of hope, support, and perseverance to the cyclists who took
part in the race, and inspire them to push themselves that little bit further.
After the Chalkbot printed the message,it took a picture of the road, logged the time
and GPS location then sent it back to the user.
The campaign also aimed to generate money for a charitable cause, as 100% of the profits
from Nikes Livestrong collection go to the Lance Armstrong Foundation.
The campaign was not only innovative, but also effective in terms of increasing the bottom
line.The campaign coincided with a 46% jump in sales, generating $4m for Lance
Armstrong's fight against cancer.
Though that may obviously have had something to do with the fact that it coincided with the
Tour de France...

Fuel Your Team

Nike ran this interactive campaign using its Nike+ social platform, which
now has more than six million members.
Since 2010 Nike has developed a range of training products that are
digitally linked using the Nike+ FuelBand. Users can then accumulate
NikeFuel points and set themselves goals or compete against other
users.
Earlier this year it ran a campaign called Fuel Your Team that allowed
users to show support for their favourite college basketball team by
earning them NikeFuel points.
Again its another great example of Nike creating an interactive campaign
that involves fans, rather than simply barking marketing messages
at them.

The Chance
Another of Nikes recurring campaigns is The Chance, 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.

Times Square billboard

In this mobile campaign Nike setup an interactive
billboard in Times Square that allowed people to text
their own custom design for a chance to win a pair of
Nike IDs.
To take part users had to dial the number displayed on
the billboard then use their phones keypad to
customise the on-screen shoe.They were then sent a
text message with a link to download a wallpaper of
your design or even buy it.The campaign ran back in
2009 when smartphone penetration was far lower than
today,however anyone could take part as it didnt
need an app or software.

The Chosen

Nike initially launched this campaign back in 2011, but it has also been run in
subsequent years.
It marked a switch from traditional advertising to a greater focus on social media asthe
initiative premiered on Facebook, including a 90 second video ad which appeared
online three days before it was finally shown on TV.
The campaign focused on niche sports such as BMX, skating and snowboarding, and
called for people to submit their own videos across each of the sports.
The videos had to feature crews of boarders or bikers, andentrants were supposed
to the try and build buzz around their submissions using Facebook and other
social networks.
Various professionals and athletes determined the overall winner, who was awarded
The Chosen lifestyle.
Its a great example of Nike taking advantage of social media and user-generated
content to build buzz around its niche sport products.

Nike Grid

In 2010 the sports brand launched Nike Grid, which turned London
into a giant virtual gameboard.
Runners were challenged to reach different checkpoints around the
city to earn points, thereby creating a citywide competition among
the running community.There were even virtual badges on offer for
speed, endurance and stamina.
The campaign ran on Facebook between May and October 2010, and
wasamong Nikes first attempts at merging real world sport
performance with digital and social marketing.
Overall entrants logged a total of 30,177 runs, equating to a
distance halfway around the world.

Free Running

In order to promote its new Free Running shoes Nike launched a

social campaign that challenged runners to clock their fastest time
over two miles using Nike+.
To add a sense of fun to the competition the company tied it into an
original karaoke song, with the idea being that a strong runner
should be able to sing while running.
The song, I would run to you, could be downloaded by using the
Shazam mobile app on a two-minute short film that was released as
part of the campaign.
Once again Nike created an excellent campaignthat used social
media to enable people to get excited about its products.

Catch The Flash

To promote a new reflective running jacket Nike ran an event called Catch
The Flash in Vienna.
50 flash runners ran around the city at night wearing the jackets and people
could win 10,000 by taking photos of as many of the runners as possible.
But it wasnt just open to people in Vienna each runner was tracked via
GPS so users could chase them through an online game.
Nike+ users had an advantage as they were given a faster virtual character
to try and track down the real runners online. Members of the Austrian
national football team also played online and posted pictures on Facebook.
On average the online gamers spent 24 minutes on the microsite,
however theres no information on how many people took part in real life.

WOMEN EMPOWERED
For the last 40 years Nike have been empowering women to achieve their dreams. Theyve had some of the most successful
marketing campaigns ever, teaming up with inspiring athletes to help women everywhere with some motivation when they
most needed it.

The 1970s
The US congress passed Title XI, and suddenly gender equality was mandatory in high school and college sport. Now,
talented female athletes were able to compete on the biggest stages around the US; they were being noticed.

Nike, a company named after the Greek goddess of victory launched a series of ads featuring women, and started making trainers
specifically for female athletes.

The International Runners Committee was former by a group of women in 1979, fighting for inclusion in long distance running events.
Nike partnered with them to help achieve their goals.

Li Na became the first Asian woman to win a Grand Slam tennis title at the French Open in 2011. In honor of that
achievement, Nike ran this campaign featuring Na, called Dare to aim higher than the sky. When Na retired after winning
two Grand Slam titles, they ran another campaign featuring her with the words Be the bird that sticks out.

After 40 years, Nike it still empowering women to find themselves through sport.
Theyre teaching us we can be strong, powerful, and achieve any goals we set out minds
to.

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