NIKE MAKE HISTORY CAMPAIGN

for the 2014 FIFA World Cup in Brazil

McKenzie Carlile and Eric Watkins
Team Blue Ribbon
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BACKGROUND

2006 World Cup

In 2006, Nike collaborated with Google and created the first social network for football
fans. The network, Joga.com, offered discussion groups and video-clips of Nike
sponsored football players. Nikes innovation recognized that consumers were shifting
to new media and technologies, but as Elie Ofek of the Harvard Business Review
indicated, Nike did not capitalize on consumer expectations and behavior.

2010 World Cup

In 2010, Nike used what it learned in 2006 to start fresh and began with a three-minute
video advertisement on Facebook. The Write the Future Ad doubled Nike Footballs
Facebook fans and counted on them to edit versions and compete for votes. The
campaign also gave fans the opportunity to write headlines and the most popular were
displayed on the fourth-tallest building in Johannesburg, South Africa, one of the host
cities for the 2010 FIFA World Cup.

Nike+ and Nike Fuel

The Nike+ sensor and iPod kit was first revealed in May 2006. The collaboration
between Nike and Apple only tracked personal runs. Now, with NikeFuel and the Nike
FuelBand users can track any activity and share activity with friends. Nike has created a
development accelerator startup program to allow developers to use the platform for
other applications, such as games.

STATEMENT OF OPPORTUNITY

The digital and physical worlds are starting to come together more seamlessly, Nike
CEO Mark Parker said. Its only the tip of the iceberg in terms of whats coming just
imagine. The 2014 FIFA World Cup Nike Make History Campaign will study the past
to define the future. The campaign will continue the Nike digital and tech revolution
integrating Nike+ and Nike Fuel with user-generated content and an iconic
advertisement.

The Make History campaign allows users to compete for their country on the world
stage. NikeFuel democratizes what it means to be an athlete and everyone competes on
a level playing field. The Nike Make History Campaign will inspire a disruptive,
persistent connection that allows countries with a strong football tradition to continue
its legacy. For countries without a strong football tradition, the 2014 World Cup is there
time to #makehistory.





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GOALS

To sell 2014 World Cup Nike shoes, clothing and gear by building a personalized
shopping experience inside an application that customers use daily

To democratize participation in the 2014 World Cup by giving users the opportunity to
compete with NikeFuel points, connect with Nike Football stars and designers and
collaborate with family and friends

To lay the foundation for the future of Nike digital and NikeFuel by focusing on the
behaviors, desires and needs of consumers


TARGET AUDIENCES

Football Fanatics

17-year-olds obsessed with football and the World Cup. Play on a club or high school
football team, compete with friends and family in pickup football matches and purchase
shoes, clothes and gear to feed their obsession.

Couch Defenders

20-25-year-olds who are also obsessed with football. Watch games online and follow
their favorite club teams. Talk with friends and comment on forums. Know the history
of their countrys team and have proud opinions on who is the next great star.

Premium Fuelers

17-40-year-olds who are not avid football fans, but watch the World Cup every four
years. They use the FuelBand every day and are excited about the future of FuelBand
technology.


KEY MESSAGES

Studying our Past to Define our Future
Compete on the Worlds Stage
Fight for your Legacy | How will they remember you?
#makehistory




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STRATEGIES

Propel Nike further into the data-driven technology industry
Give users the opportunity to be an active part of the 2014 FIFA World Cup
Inspire authentic conversations on social and digital to drive sales of Nike shoes,
clothes and gear
Have a persistent and disruptive presence in Brazil at all 12 stadium locations
Communicate Nikes dedication to sustainability and inspire customers to become
active members in Nikes goal to strive for the best and innovate for a better world

TACTICS


Wieden + Kennedy Make History Super Bowl Teaser and Commercial

The Make History campaign will begin during the 2014 NFL Super Bowl with a 15-
second teaser commercial.

Teaser Concept

The viewer will hear the click-clack of cleats and see down a long dark tunnel with a
light at the end. The viewer will also hear a faint roar of the crowd. The camera will lead
the click-clack of cleats to the end of the tunnel and stop. Neymar will run past the
camera kicking a football with his Brazilian teammates. The screen will go dark and
Visit Facebook.com/nikefootball to #makehistory will be on the screen. The narrator
will say The world is waiting. Its time to Make History.

Commercial Concept:
! A three-minute commercial created by Wieden + Kennedy will be available on the
Nike Football Facebook page as soon as the teaser Super Bowl commercial runs. To
watch the commercial, Facebook users must first Like the Nike Football Facebook
Page.
! In the commercial, the viewer will be behind a boy sitting on a milk crate, wearing a
white tank top and watching a football match on a black and white television. A
Brazilian flag will be on the wall behind the television. The announcer on television
will scream GOALLLL! Pel scores. The boy will stand up and cheer. Hell put on a
football jersey that reveals that the boy is Zico. Hell pick up a football, open the front
door and dribble it down the street.
The camera will revert back to a similar room. A boy in a white tank top sits watching
a football match on a colored television set. The announcer on television will scream
GOALLL! Zico scores. White Pel scores! The boy will jump up and down and
cheer. Hell put on a football jersey that reveals the boy is Ronaldinho. Hell pick up a
football, open the front door and dribble it down the street.
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The camera will again revert back to a similar room. A boy in a white tank top with a
blond mohawk watches a football match on a colored television set. The announcer
yells, Ronaldinho could be the best player in Brazilian history. The boy puts on a
football jersey that reveals he is Neymar. He picks up a football, opens the front door
and dribbles the football down the street.
Lastly, the camera will once again revert back to a similar room with a country flag
on the wall that is determined by the Facebook users location. The 2014 World Cup
is on the television set and Neymar scores a goal. The announcer will yell, Neymar is
creating his own legacy through a sea of Brazilian football tradition. The boy will
stand up and put on a jersey that reveals the first name of the respective Facebook
user who is watching. Hell pick up a football, step out the front door and turn on his
Nike Fuelband.
The narrator will say, Its time to create your own legacy. How will the remember
you? The screen will black out to a white Nike logo with the hashtag, #makehistory.

NikeFuel World Cup Application
Overview
! A NikeFuel World Cup Application allows users to compete for their country in a
disruptive, global, alternate-reality game
! This application lets Nike develop a persistent, personal relationship with an
engaged audience
! Available for iPhone and iPad
User Persona

For the purpose of demonstration, our team has created a fictional persona based on
one of our target audiences
Weve identified Rafael, a high school student with Brazilian heritage living in the
US, as a typical Football Fanatic
As defined above, Football Fanatics are obsessed with the World Cup. They play on a
club or high school football team, compete with friends and family in pickup football
matches and purchase shoes, clothes and gear to feed their obsession.
Rafael owns an iPhone and an iPad, but doesnt currently own a Fuelband.
Account Creation (Figure 1)
Rafael notices that the NikeFuel World Cup application peaked at the top of the
iTunes App Store charts and decides to download it on his iPhone
Rafael can sign up for the NikeFuel World Cup through his Nike+ ID or through his
Facebook account
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Nikes goal should be to encourage users to sign up with Facebook. When users
connect with Facebook accounts, the application can automatically tailor the
experience based on their location, age, and gender
Usability studies show that bright buttons in the middle of the page drive higher
engagement, so weve arranged the sign-in page to reflect this finding
User Customization (Figure 2)
Rafael connected with Facebook, so the customization screen greets him with a
personalized message, suitable for his age group, and his name.
He is asked to further identify things about himself that Facebook cannot
automatically gather. Does he have a favorite team? Does he play on a team? What
position does he play? All of this will data will be needed to create a relevant and
personalized shopping experience
The Stream (Figure 3)
As soon as Rafael logs in for the first time with Facebook, The Stream populates with
a constantly updating feed of relevant information about the competition
The Stream aggregates NikeFuel activity from his Facebook friends as well as from
high-profile Nike Football Athletes. The Stream showcases gear that Rafaels
Facebook friends bought using the NikeFuel World Cup application or on Nike.com.
Team Blue Ribbon recognizes that a constant stream of engaging content
surrounding the NikeFuel World Cup will help Nike accomplish its Digital Marketing
objectives by meeting KPI targets
Game Mechanics
The NikeFuel World Cup app for iPhone uses the devices onboard accelerometer to
convert activity into NikeFuel points
At any time, Rafael can tap Earn NikeFuel to make his work out count and
contribute to helping his countrys team in the global NikeFuel World Cup
Nike FuelBand users have a systemic advantage because they never have to think
about using the device to contribute to their countrys score: FuelBand is always on
and always converting daily activity into NikeFuel. The goal, then, is to make it as
easy and as compelling as possible for iPhone users to log activity using the
application
Post-Workout Review (Figure 4)
After logging his activity using the iPhone application, Rafael installs the application
on his iPad
Immediately after logging in, he is presented with a constantly-updating global
leader board. This is to emphasize that every time he interacts with the application
(and the Nike brand), Raphael is helping his team
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The leader board ranks countries not by the total amount of NikeFuel points earned,
but by NikeFuel points earned per capita. Just as the Fuelband democratizes all
physical activity into a universal currency, the Global Leaderboard seeks to be a level
playing field for countries of all sizes
Its perfectly reasonable that an intensely-dedicated small country with very few
NikeFuel users could outrank much larger countries on the Global Leaderboard
NikeFuel Missions (Figure 5)
Swiping to the side, Rafael sees a huge call to action, telling him to play a NikeFuel
Mission
Football-inspired NikeFuel Missions encourage users to compete for their national
team. This necessitates sustained, consistent engagement with the application and
the NikeFuel World Cup Universe
All artwork through the application will be themed according to the users indicated
favorite team. In Rafaels case: Brazil.
Personalized Shopping (Figure 6)
The applications store page auto-populates with relevant shoes, gear and apparel
Rafaels shopping experience is tailored to his favorite teams, the position he plays,
and what his friends are buying
Similarly, if a user indicates that he was a 55 year old man living in England, his
store experience would not highlight cleats and pants. Users who arent active
Football players users would be presented with team-specific lifestyle goods such as
replica jerseys, jackets and balls.

NikeFuel Global Leaderboards in Brazil (Figure VII)
During Nike Footballs massively successful 2010 Write The Future campaign, the
company installed a massive LED video wall on a building in downtown Johannesburg
Team Blue Ribbon believes that highly-visible public displays of user-generated content
such as the one used at the 2010 World Cup have tremendous potential to drive traffic
to Nike Footballs digital initiatives
Weve envisioned that for the 2014 World Cup, Nike Football will highlight the NikeFuel
World Cup Global Leaderboard using similar LED display technology outside each of
the 12 stadiums
Once fans leave the arena, they are immediately affected by disruptive brand
messaging and an opportunity to engage with a global alternate reality game
Unlike the 2010 Write the Future campaign, however, these massive LED leaderboards
will be powered by solar, demonstrating Nikes continued commitment to minimizing its
carbon footprint

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Always-On Nike Digital Team throughout the 2014 World Cup
To capitalize on potential trending moments throughout the tournament, we will
have a Nike Digital Team monitor each game.
This tactic is based in the potentiality of important moments that will spread during
the World Cup. Team Blue Ribbon believes the 2014 World Cup will be one of the
most tweeted and shared events in the history of social networks and this tactic
ensures the Nike Digital Team will be ready when it counts.
NikeFuel World Cup Campus Events
Between March and June, we will hold NikeFuel events at five universities in the
United States, Brazil and The Netherlands, respectively. College students can qualify
for the event by submitting a 30-second video answering the question, How
Mercurial are you?
To increase participation, the 10 best videos will be shared on the Nike Football
Facebook page, tweeted by the Nike Football Twitter account and posted in the
NikeFuel World Cup application. The best video, voted on by Nike Football Facebook
fans, will be shown on the Nike Leaderboards in Brazil and the creator will get four
tickets to the 2014 FIFA World Cup. This tactic gives users the opportunity to create
their own content and vote on their favorite concept, which expands on the strategy
used in the 2010 World Cup.
Ten students will be chosen at each university and will be given Nike FuelBands.
Each student will compete for one hour to see how many NikeFuel points they can
accumulate at an event hosted at each university. The student with the most
NikeFuel points will win four tickets to the 2014 World Cup.
This tactic will be influential in reaching our target audiences after our Super Bowl
teaser commercial and Facebook commercial.

Nike Partners with Reddit to utilize the Ask Me Anything (AMA) Platform
The partnership with Reddit gives Nike the opportunity to continue reaching the
Make History campaigns target audiences, but also taps into the thriving, young
Reddit community.
The AMA platform will give users the opportunity to ask questions to Nike-
sponsored football stars such as Neymar, Cristiano Ronaldo, Wayne Rooney, Clint
Dempsey and Mesut Ozil.
The AMA platform will also feature Nike designers and CEO Mark Parker.





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EVALUATION

By building the evaluation tool into the campaign -- #makehistory -- we can better
analyze content and sentiment on our various social platforms, including Twitter and
Instagram. Internally, the hashtag #makehistory will be a metric and research tool.
Externally, consumers can use the hashtag to see what others are saying and trend
the Nike Make History Campaign.
We will also compare data points from Nikes presence at the 2010 World Cup. For
example, we can compare our peak interactions to help improve our timeliness and
the content we produce.
Most importantly, we want to evaluate our sales and determine the effectiveness of
the shopping platform on the iPad and iPhone. Since the campaign begins four
months before the start of the 2014 World Cup, continuous evaluation of
merchandise sales will be imperative to adjusting our content and strategic
placement.


POTENTIAL CHALLENGES

What would be the price of 12 digital, solar-paneled leaderboards located at each
stadium in Brazil?
Will the campaign lose momentum by starting four months before the 2014 World
Cup?
The competition has rights to the 2014 World Cup. Will the Nike Make History
Campaign be continuously disruptive? Will Nike win the battle of the buzz?
How can we establish the Nike Make History campaigns sustainability efforts on a
digital platform?



FURTHER EXPLORATION

To increase Nikes presence in Brazil during the 2014 World Cup and to discuss
Nikes sustainability efforts, Nike will strategically place five large 12 x 4 recycling
bins in each stadium city. Three recycling bins will be located near the stadium and
two will be placed in high-traffic areas in each city. The recycling bins will feature
Nike-sponsored football stars with messaging that includes: 8 recycled plastic
bottles. 1 Nike jersey. Recycle here to help Nike innovate for a better world.
#makehistory
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Team Blue Ribbon would love the opportunity to further discuss this with Nikes
Digital Team because we believe we can unite Nikes digital and sustainability
efforts.
As Nike FuelBand technology develops, and to continue the trend of competing with
a close group of friends, our team envisions the syncing of FuelBands. This syncing
will allow friends and family to see which member is winning on any given day.
Create a sunset plan that changes the NikeFuel World Cup application to the Nike
Football application. After building an engaged user base throughout the 2014 World
Cup, Version Two of the Nike Football Application will serve as a platform for other
global initiatives, continue to be a seasonal and personal shopping experience
dedicated to football and morph into a feed for all things Nike Football (athlete
activity, new product launches, etc.).
If Nike cannot be in the stadium, develop a second-screen viewing experience giving
users the opportunity to follow their favorite teams throughout a game, analyze
tournament statistics and check out what gear the Nike-sponsored stars are wearing.
To reach most of our target audience, Team Blue Ribbon envisions Android
integration with the NikeFuel platform. In 2012, Android became a viable platform
and eclipsed iPhones market share. Androids assault into the developing world
means that in 2014, Android OS will dominate most of the global smartphone
market. Since a variety of users can use Android, the next important step for Nike
digital applications will be Android integration.
Team Blue Ribbon does not believe the Nikes digital revolution stops at the mobile
device. We want to continue Nikes Xbox integration with the NikeFuel Football
Trainer for Xbox Kinect. With purchase of Nike Mercurials or Nike Football gear,
consumers can use a redeemable code to unlock the Football Trainer, which allows
them to train with Nike-sponsored football stars.




















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