Brief Explanation

Nike took the 2012 Olympics as an opportunity to redefine greatness, to honor the pursuit of greatness, and in the process inspire kids to strive for their own personal best. We set up a social media command center and staffed it with creatives, strategists and community managers. We wired-up with live feeds of the games and then amplified the conversation supported by athletes and influencers across Weibo and QQ. We operated around the clock, monitoring the buzz to react in real time to the games. We delivered 49 counter-strikes in over 17 days, helping redefine greatness with every message.