NIKE BEST SEAT IN THE HOUSE 2.0

TitleNIKE BEST SEAT IN THE HOUSE 2.0
ClientNIKE
Product / ServiceSOCIAL MEDIA SERVICE FOR NIKE FOS 2012
CategoryA09. Best use or integration of digital or social media
EntrantRAZORFISH SHANGHAI, CHINA
Entrant Company RAZORFISH SHANGHAI, CHINA
Contributing Company RAZORFISH SHANGHAI, CHINA

The Campaign

Solution Synchronize a unified message of Greatness from the lens of each specific category point of view. The team also hit the ground onsite to produce real-time assets to bring our audiences closer. We debuted China’s first ever mobile campaign on TenCent’s WeChat and engaged users, creating digital missions & concierge service where users can ask questions which were answered swiftly, scan QR codes to check-in at various areas onsite. Our Live Social Broadcast which expanded to new channels on Sina & QQ, with a structured program and featured an array of different content from first person POV live onsite feeds, content captures to even live chats with athletes.

Results

Most young kids in China don’t want to miss any opportunity of being part of fun event and hanging out with friends. However, the unique one-child policy in China gives them too much special attention from old generation. With the rise of the social media platform, this becomes the major platform, providing more opportunities to kids. Due to this insight, we start to think how to involve more kids online to the offline campaign and the unique experience. We hope to give them a unique brand campaign experience, provide them with the unique content for them to choose, and interesting content to share. These all should be done just on time. GoPro Camera There’s lots of athletes’ element in the FOS, from Kobe, LBJ, Durant, etc. Their arrival makes the kids feel exciting. To provide a better online experience, our solution is to place more than 20 GoPro camera on site to capture these unique content on first person angle. Live Dashboard We designed a online broadcasting dashboard. Different from simple streaming, this time, kids could customize the content of the brand campaign broadcast by their own favor. Users can use the content we provide at any time, customize the title, post it to weibo, and share with their friends. The website will choose the best daily, and present it on the live dashboard. Athlete Interview We’ll choose the user who interact with the brands most, he will earn a opportunity to interview these top athletes. He’ll conduct the interview under the spotlight, and other users can also ask questions at home.

For the millions of target consumers on internet, we redefined the way for the live broadcasting. Different from the traditional broadcasting, it’s not just a single live stream. In order to spread the love of sport and to promote engagements with Nike brand, we created a unique view and brand experience consumers cannot get even on site. This integrated content from the activities created by all categories from Nike. Kids can use the tool we provided to generate customized interesting content, and then share with their friends.

User relationship: we created a better brand experience for the sport fans, and make them to feel like being in the event. On our social platform, 4.6 million PV were generated. Average time on site is 55 minutes, 10 times more than last year. Communication power: In 4 days, we got 25 million engagements, and the topic was mentioned for 66 thousand times. Innvation: We breakthrough the general model of the broadcast for live event, making the users the controller of the live coverage via crowdsourcing.

Credits

Name Company Position
Mobai Ling Razorfish Social Media Executive
Lantise Wang Razorfish Senior Social Media Executive
Kobe Wu Razorfish Senior Account Executive
Frank Zhong Razorfish Senior Account Manager
Taylor Bux Razorfish Social Director
Carolina Lam Razorfish Business Director