Hats off to Nike for their latest global campaign – Chosen, which recently premiered on Facebook 3 days before TV (says a lot about the shift in priority). Not only do they demonstrate what you can really do with big video budgets – the result is GREAT! – they’ve also shown how to plan ahead effectively in order to get the best out of the content.
Their decision to target certain hard-core ‘extreme’ sports fans, who obviously live and breathe skateboarding/surfing/BMX/snowboarding and couldn’t care less about whats going on with any other sport, meant that they really had to target the content. Although the main ad (below) is a teaser for all sports combined, each area has its own dedicated video and behind-the-scenes video. A great example of forward thinking and getting the most out of film crews, sets and stars (in this case, people who are awesome at each sport).
The long running competition takes in two seasons – summer and winter – to accommodate the various sports (not gonna get much ski action in the summer!), and calls for ‘crews’ to upload a video of themselves showing ‘their stuff’, in order to win a chance to ‘live like a pro’. Using the platform for what it does best, people can then share and vote for their favourite submissions.
Each prize is targeted to ensure that the take-up will be strong – and I’m sure it will! To be honest, watching some of the example video’s kinda makes me wish I had a crew of my own and the ability to stay on a surfboard for more that a nanosecond!
It’s interesting that the applicants need to select music from a pre-determined list of tracks rather than choose their own? Whether this has anything to do with pre-arranged ‘deals’ or strong brand guidelines, I’m not sure. Still, there are some quite good tunes to select from (in my opinion obviously).
So, to sum up, what’s great about this campaign?:
- Amazing targeting of content
- Forward thinking during production stage to get the most out of every content opportunity
- Separate Facebook pages for each sport area, and in some case country specific ones too
- Really strong and consistent branding throughout
- Strong viral element – using Facebook simply (no fancy gadgetry), but for what it does best