The Campaign

MARKET SITUATION Branded Entertainment is in a very nascent space out here in the Indian market. The potential of course is pretty close to phenomenal with one of the largest mobile phone markets in the world. And the advent of the cheap smart phone has connected everyone in a way like never before. We connected with potential athletes and current athletes on a one on one basis and the interaction worked both ways generating a lot of authentic content and conversations online from this campaign. This campaign is driven by co-creation through social media. We can't expect great crowd sourced video content due to the lack of video cameras and the complexity of uploading video content from small town and rural India. The mechanics therefore were extremely simple by design. All you needed to do is inbox a cricket playing picture to nikecricket.in on Facebook or tweet the picture with #justdoit.

Results

CHALLENGE : Celebrate the Cricket Crazy Youth of India, with a playing population that runs into many millions. TIMING : T20 CRICKET WORLD CUP IDEA : CRICKET CRAZY CO-CREATION A campaign featuring user generated Cricket Crazy Content including videos, posts and tweets from Nike as well as Nike's athletes inviting cricket crazy youth to activate the campaign and show India and the world how they make every yard count by sending pictures of themselves playing the game wherever they are. ONE ACTION IS WORTH A THOUSAND PICTURES : The biggest content piece was the nike cricket world cup film that was composed from a Crowd Sourced image bank of 225001 frames of cricket crazy youth. The final split second action is threaded together using 1440 images capturing one action across a thousand different playing fields. ONE ACTION IS WORTH A MILLION MOBILE PHONES : Athletes and fans across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump. And thousands of these split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams. ONE ACTION IS WORTH A THOUSAND PLAYGROUNDS : The same split second action sequence was also activated in playgrounds, streets, gullies and cricket pitches by 108 travelling photographers across many small towns in rural India. ONE ACTION IS WORTH A THOUSAND VOICES : Cricket Crazy chants, breaths, screams, appeals and sledges were recorded on mobile cameras across a multitude of live game locations and rendered into the soundtrack by legendary vocal percussionists and sound designers.

USER GENERATED DRAW : ONE ACTION IS WORTH A THOUSAND MOBILE PHONES Athletes and fans and Cricket Crazy Youth across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump. And thousands of these split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams. The resulting User Generated mobile content: 225,000 images of authentic cricket captures across India.

CRICKET CRAZY CONTENT: NIKE MADE EVERY YARD COUNT AND ACTIVATED A FULL CIRCLE BETWEEN MOBILE, DIGITAL, SOCIAL AND TELEVISION CHANNELS, BREAKING ALL THE BOUNDARIES. THE RESULTS WERE REVOLUTIONARY IF YOU CONSIDER THE FACT THAT NIKE REACHED OUT TO 11 MILLION CRICKET CRAZY INDIANS ACROSS MULTIPLE CHANNELS. 225001 STILL IMAGES WERE CROWD SOURCED ONLINE AND ONGROUND FROM 9 BIG CITIES, OVER 200 SMALL TOWNS AND VILLAGES ACROSS INDIA. In the Final Cut, 1440 action images captured by Cricket Crazy Youth and 108 photographers, were chosen and stitched together to complete one action of the journey of one ball from bowler to batsman to fielder to keeper. VOTED INDIA'S BIGGEST EVER CROWD SOURCED CAMPAIGN THAT AVERAGED OVER 2.5 MILLION IMPRESSIONS DURING THE ONLINE CAMPAIGN PERIOD. By keeping the mechanics very simple, we overcame most obstacles in crowd sourcing helping us make that deep connection with the cricket crazy indian athlete right from the call for entries, to the playground activations, to the crowd sourced photographs, to compose a film that was completely driven by social engagement, and the surprise result of thousands of athletes actually tagging themselves online on the film and on the photographs via social networks and mobile.