Nike Primetime

Campaign details

Advertiser: Nike
Agency: R/GA
Category: Tablet Campaign
Region: NA

Strategy

Pro athletes have always been a huge part of the Nike brand. But thanks to social media, fans are no longer satisfied with just seeing their sports heroes in commercials; they want direct, personal contact.

Every day, scores of Nike Basketball fans tweet @Nikebasketball to connect. Nike wanted to take tweeting to the next level by directly connecting fans to their basketball idols.

Execution

Nike Primetime is an app that lets the NBA players reply to tweets through custom video. When an NBA star logs in, posts and tweets collected by Nike are there waiting for the player. Then, the player simply chooses a tweet and surprises a fan with a special video response. The lucky fans who receive a video reply can then share it on Facebook, encouraging more fans to join in.