Nike Primetime

This case study describes how Nike, the sports brand, used social media to create brand ambassadors amongst basketball fans.

Nike Primetime

Campaign details

Advertiser: NikeAgency: R/GACategory: Tablet CampaignRegion: 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...

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