—By Michael Consagra
As an agency, we’ve seen some challenging briefs come through the door. In fact, briefs intrinsically pose a challenge and require us to formulate an ingenious solution. However, when we heard about a brief that involves the promotion of cricket merchandise in a country where it is the most popular sport, a phrase that resembles “selling ice to…the indigenous people of a very icy place” springs to mind. But as we know, nothing is ever that easy…
Nike – perhaps better known for their presence in sports other than cricket – set out to tap into the sport’s popularity in India by developing a social, crowd-sourced campaign. To create their latest TV commercial, Nike called out for people to submit photos of themselves (through Facebook and Twitter) performing a series of pre-determined moves synonymous with the sport, for instance ‘the bowl.' Specific examples were shared online by the brand as a visual brief, which people (no matter where they were) could recreate and send in for a chance to appear in a stop-motion video that would be stitched together with their entries.
With the competition to create great content heating up these days, what can be seen in the beautifully realised final product is that this idea really (PUN ALERT) "caught" the imagination (sorry) of their audience. The brand have really “hit it for six” (sorry again) where many crowd sourced or user-generated content videos have failed in the past.
Working with stills instead of videos has helped maintain the consistency throughout and also meant that it’s a lot easier for people to “step up to the wicket” (that really is the last one, we promise) and get involved. Almost quarter of a million photos were submitted. Using social media as the starting point of the campaign engaged the audience at both the beginning and ending point of the ad’s life cycle, ending up with those who were involved advocating the powerful asset by sharing it with their online friends. Great stuff Nike, we’re “bowled over.” (d'oh!)
Michael Consagra is a senior account manager in the sponsorship department at Momentum London.