Recent web buzz research commissioned by our social media partners at Jam has shown that Nike is far out-performing its rival and Olympic sponsor Adidas as the brand most associated with the London 2012 Olympic Games. Nike is dominating the social media conversation, with a staggering 7.7% of Olympic mentions being linked to Nike compared to only 0.49% for Adidas. This contrast is particularly stark when one considers that Adidas committed a reported £100m to buy exclusive category rights to London 2012.
So what’s been resonating with consumers and causing this buzz…? In last month’s edition of Synopsis, Lisa Parfitt highlighted Nike’s #makeitcount campaign as a brilliant example of an integrated campaign which connects above the line, digital, social and experiential. The campaign features a number of the UK’s top athletes, Perri Shakes-Drayton, Mark Cavendish and Mo Farah, showing them at their most intense moments during training and making personal pledges for 2012.
But the campaign really comes to life in the way that it connects the public to the core insight that “If you have a body, you are an athlete”. This quote by Nike co-founder Bill Bowerman was the tweet to launch the campaign and provide the call to action for everyone to get involved. The in-store element at both the Oxford Circus and Westfield Nike outlets allows you to be professionally photographed alongside your own handwritten pledges: the images and pledges are displayed around the stores and of course shared via social media.
Later this year we will see the launch of the Nike product this campaign is paving the way for, FuelBand. Already launched in the US, FuelBand tracks your physical activity through a sport-tested accelerometer, which then translates your activity into ‘NikeFuel’. So whether you are walking, running, dancing, playing football, tennis or golf, Nike allows you to collect, analyse and (most importantly) share your performance. The idea is that you set a goal for every day, then go out and beat it. It’s the gamefication of fitness. Life is a sport. Make it count.
The Nike marketing machine has been in overdrive. Both pre-sale windows sold out in less than three minutes in the States and you can expect the same in the UK before it goes on sale on May 1st. Look out for Nike’s standard combination of iconic sports stars, great on-line video content and tightly integrated social media activity.
Why we love it
This of course isn’t the first time we’ve seen Nike launch into either a fully-integrated campaign or demonstrate effective ambush marketing during an Olympic year.
But the most amazing thing is how Nike continue to set the marketing pace. As Nike’s marketing spend approaches $2.4bn, less than 15% of that is now spent on traditional media (there has been a 40% decline in spend on TV, Outdoor, Radio and Print over the past 3 years). As the biggest sports brand in the world, they shouldn’t be good at this – younger, edgier, more nimble competitors should be the subject of blogs like this.
And it is working. Thanks to this digital focus, if it wanted to, Nike could reach 200 million people every day via its various social network platforms. #makeitcount indeed.
[Note: some stats and insight for this article came from this great piece in Fortune Magazine.]
By Olivia Lloyd on February 24th, 2012