Documente Academic
Documente Profesional
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GROUP MEMBERS-
AKASH BATRA
AKSHIT TRIPATHI
ANUSHKA
JAYA UPADHYAY
PARTH OMPRAKASH DAYAMA
SHANTANU WALI
UTKARSH THAKUR
YATIN CHOUDHARY
MISSION
Use innovative communication channels to create deep consumer relationships, fostering long term
loyalty for Nike by leveraging our innovative and sustainable products.
MARKET
Nike aims to target 16 to 18 years old football obsessed teens invoking their aspirations of being
“World Winners”.
MESSAGE
Introducing the new Nike Mercurial Superfly II which offers superior stability and traction.
Exhibit the perfect combination of innovation, performance and aesthetics of Nike products.
Focus on enablement innovation that would help the FOT to become a better player
Nike is a brand that listens to its users and incorporates their feedback into its product
Nike wants to give back to the society and cares about the environment
MEDIA
Advertisement -
TV advertisement campaign “The Dream” which would be shown before the match -
Attempt to sponsor Chris Wood (New Zealand), one of the youngest player (18 years
old) in World Cup 2010. In the advertisement, he wears Nike Mercurial Vapor
Superfly II which are visible as he stretches his socks before entering the field where
all the professional players of national teams are standing. He goes and stand with
his team before national anthem starts. The background is filled with loud music,
beats of drums and sound of cheering crowd. The ad ends with the Nike swoosh and
redirects the user online to NF+/Youtube where they can see the whole ad.
Youtube and Nike Football Video Series “World Winners” to showcase the
performance advantages that each of the silos provide for different kinds of players
“In the Blood” Youtube campaign for Nike Red Football Socks and Shoelaces.
On field shoes - So that visibility and awareness of new launches are created.
Football Tifo - Offer World Cup Finals sponsorship (stadium ticket along with Red or White
colored T-shirts) to a bunch of fans (5000) to create a tifo which reads (NIKE)RED (in red color
with white background). This is aimed to generate awareness among 3 billion people about
the partnership of Nike with RED to invest in HIV/AIDS intervention, education and
treatment
Interview/Conference professionals (sponsored) in which they will say new Nike products
enhanced their performance.
New Jersey inner line tags will have Green Nike Considered printed on it.
100 Nike Bootcamps to be organized across South Africa for 15-19 year olds. These
Bootcamps will last 4 weeks and will be held on the weekends on school grounds which will
be leased for the period. The event will be a huge opportunity to enter the Evoke set for
these teens. The best performers in the boot camp will be offered tickets to the finals of the
World Cup (as part of Football Tifo) along with complete NF+ access. This will also be
integrated with the content present on NF+.
Bootcamps will be integrated with the AIDS awareness campaign as we’ll have access to
5000 teens across SA.
#TagAGoal twitter campaign in which the best tagline for each goal in the World Cup would
win a pair of New Nike Mercurial Superfly II.
Digital Media
Nikefootball.com - The primary portal for D2C delivery of boots, apparel and all
things Nike. Also offers certain limited edition products like (RED) socks.
NikeFootball+ - Freemium model - A web and mobile based application which is the
extension of NF. This portal will have a training tips, videos featuring football stars
running drills and a personalized training tracker, each customized for a player
belonging to a silo. Coaches will be able to access premium content for a nominal
fee which will have teaching aids and advanced exercises. This fee will be waived on
buying a Nike product above a certain cost. NF+ will also have a user generated
section primarily dedicated to videos (but with nested comment feature and a
section for long notes) where Nike can start rebuilding a community.
Online catalogs - Using online influencers to introduce the new products and present
current products to teens and create some buzz.
Social Networks - Produce Facebook & MySpace widget for official Nike interactive
page. Regional interaction forums on these websites based on language for FOTs.
MEASUREMENT
http://dearsportsfan.com/cristiano-ronaldo-520-posing-stance-in-a-free-kick-at-the-euro-2012/
https://www.iconsdb.com/black-icons/nike-icon.html