Is that what Nike had in mind when it launched its ‘Make it Count’ campaign. Urging people to put in their effort to make it count.
The London Olympics steps up marketing stakes like very few others. Adidas reportedly signed a £100m sponsorship deal to be the official Olympic sponsor. Other majors too threw in their moolah. Nike investors thought the management wasn’t punching enough and hence in the plans for the current fiscal, Nike executives listed connecting directly with consumers was one of the company’s main goals. What did Nike do to counter this and still create a buzz?
Nike has launched this new campaign that urges we all step up our game in 2012 and ‘Make it Count’. This multi-media channel campaign features a number of the UK’s top athletes making personal pledges, this includes the likes of Mo Farah, Jack Wilshere, Rio Ferdinand, Mark Cavendish and more.
At the bottom of the posters, they encourage everyone else to join in with a simple call to action and make a pledge via #makeitcount. Adam Hinton’s photography mixed with the bold Futura and handwritten typography works so well together. I love the personal touch, it’s nice to see the individual’s handwriting – simple and impactful. It’s incredible how Nike has managed to get the Olympics thought across without actually mentioning it.
Upping the game:
Until the launch of this campaign, Nike never had an official Twitter account. It has several separate accounts for each of its division but now for the first time, the company has a single voice tweeting on behalf of the entire brand. Also what appears, Nike has possibly tied a deal with twitter to customise their page with a giant banner. In addition it’s a big respite that Nike updated their awful flash based website to a new slick HTML5 one. There’s more! A physical interactive installation is in place in each of Nike’s big stores. Stores on Oxford Street have mini-studios where consumers can create their own pledge photographs.
Research on web buzz – carried out by BrandWatch, from 1 December to 7 February, shows that Nike is dominating conversations on the internet, with 7.7% of the conversations about the Olympics associated with the brand. By contrast, Adidas is only pulling in 0.49% of conversations and ranks fifth. HSBC is the brand that is receiving the second-most buzz on the web in relation to the Games, but it is far behind Nike with just 0.68% of the web buzz. This reminds me of the classic case of Pepsi’s Nothing Official about it campaign during the Cricket World Cup in 1996. But this one’s a more gentleman-ly shot at the competitor.
While no mention of the Olympics is made in the ads (Nike is not an official partner of the Games), the theme of the campaign and the decision to use UK athletes only makes it difficult not to link it to the event. One can only hope then that the notorious 'curse of the Nike ad' (seen most clearly in the 2010 World Cup, where virtually all the football stars featured in Nike's campaign were either injured or underperformed) doesn't happen again here.
So, that’s the thought! I will see you right back here!