Playing the Game?

There’s no question that Nike is a brand of innovation and a leader in marketing strategy… and now they have their own social media platform (kind of).

Below is a recent app development for its Nike Football wing, as the brand is once again turning the simple idea of a group text message to play football (soccer) into a street football community to arrange local matches, take a look:

In Words:

The Nike Football app allows players to create matches, banter with friends and teammates, and be the first to access exclusive Nike product. Vitally, the app will also be a gateway to the professional game through the Nike Academy – the U.K.-based academy for young players, based at St. George’s Park National Football Centre — which gives its players a route to the pro game through fixtures against leading clubs. – nikeinc.com


User Interaction Is Key To Marketing Success:

Throughout many of Nike’s recent campaigns, the focus is not on selling the product, but creating a consumer experience with interesting story adverts. Their strategy is to facilitate the football community by creating an app to help people play the sport, and specifically soccer more often by creating essentially, its own form of social media. Nike wants to become a part of the average organised street game, by helping create the match and getting more people to play more often. This eventually will be seen by Nike to create a profit as the more players playing creates a larger market for them to promote their products and sell to.

Nike has the app = Nike can advertise and play by its own rules – A no Adidas zone

Will this app kick off and be a big success? can you see it working and would you download it yourself? Leave your thought’s in the comments below.

SP

the last game

Nike Wins The World Cup 2014

Yes, We all know that German efficiency prevailed in this years FIFA World Cup on the pitch, but who won the biggest prize off the pitch in Brazil this year in the battle for social media supremacy? Nike? Adidas? or even Samsung?

The World Cup attracts viewers all over the globe as it was reported that 88 million people had more than 280 million social interactions related to the final of Germany v Argentina. With such staggering statistics, social media becomes a viral marketing nest for brands to gain attention on the largest of scales. Everywhere on social media lay a viral campaign spread by big name brands fighting for social status on who can be the most popular player in the social media playground.

Let’s take a dive (pun intended) into the brands that competed in the social tournament for the prize of the best viral campaign, with this year’s Top 5 campaigns based on effectiveness and success.


5. Samsung – Galaxy XI

The Training:

View Count: 124,374,254 views 

By far the most ridiculous of all viral campaigns, Samsung’s Galaxy XI series takes on the alien empire which is over running earth, very similar to the last game however instead of The Incredible’s it took inspiration from Alien v Predator. Whilst subtlety integrating Samusung’s Galaxy gear and delivering an interesting story series, it managed to rake in one of the highest viewer counts, yet the ridiculousness of the video almost distracts and puts off viewers from Galaxy products as a cheap tacky product.


4. Beats By Dre

The Game Before The Game:

View Count: 24,501,341 views

Beats by Dre presented another cinematic type film with portraying the reality of life for players before the game. Beats by Dre looks into the everyday life of players looked upon as god like figures while subtly playing their products within their everyday life. The objective seems to be that Dre is giving the audience an inside look into the hidden lifestyle of these superstars, forcing a comparison of similarity to be drawn with viewers own lives. this places the product with the real life of players, distancing the common perception of Beats by Dre being a materialised product which is only worn in front of cameras to keep marketers happy.


3. Mcdonalds – “Gol!”

View Count: 18,087,146 views

The most lighthearted of all the top 5, Mcdonalds has aimed to draw paralell with brazilian society, putting the culture of football into its Gol! campaign. Again, the product is not even present throughout the campaign as Mcdonalds aims to draw an emotional story for viewers to witness and serach to watch on the web. This interactive campaign encourages viewers to become a part of the project by downloading its app at www.mcd.gol.com (a football flicking Game). Its in the app where the Mcdonalds magic of plastering logos everywhere begins, as users are then exposed to the brand of Mcdonalds.


2. Adidas – “All in or Nothing”

The Dream

View Count: 90,314,729 views

a part of Adidas’ greatly successful “all in or nothing” campaign, The Dream tops the list with the tactic similar to that of Beats By Dre to pain the human side of the football superstars replicating victorious moments with Adidas equipment and apparel Incorporated into its film. A Great contributor to the success of this specific viral video is the specific featuring of German and Argentine players, who both appeared in the final.


1. Nike – “Risk Everything”

The Last Game

View Count:  240,684,123 views

By far the winner of the viral world cup, Nike has taken a completely original twist on the slightly aging strategy of playing a ‘Superstars XI’ against another team with its Incredible’s themed The Last Game. The short’s cartoon twist on current superstar players makes it a must watch for all fans who support the players and teams they are involved with. As a result its products are exposed to nearly a quarter of a billion viewers with the subtle measure of ‘product placement’ strategies within the brands own short films. Following the video has been many side projects including extra’s and short add on’s to keep viewer counts rising and the video to still trend across all social media platforms.

Underlying Strategies:

The strategy throughout all the top 5 viral’s is the same: Create content that represents a story, not a product. The objective is to seamlessly integrate the product within the story, the heavy use of sub conscious strategies to integrate products into videos that are sought after for the story, is what creates such successes for all of the above brands.

Awareness is built at the sub conscious level, rather than the ‘in your face’ conscious level.

Join in the conversation and leave your thoughts on the ranking below! are the rankings correct? is there an idea that’s been overlooked? All comments will be replied to!

SP

 

References:

http://www.campaignbrief.com/

http://www.visiblemeasures.com