Nike's digital year
In 2014, Nike spent $3 billion – equivalent to 11% of revenues - on ‘demand creation’, much of that in the digital space. In FIFA World Cup year, the brand rolled out its most successful video campaign ever - Risk Everything - prior to the tournament. The seven-video series featured some of football’s biggest stars and generated over 370 million views and 22 million engagements (such as likes, comments, shares) through the end of June, halfway through the event, according to L2, which ranks Nike the world’s top digital sportswear brand in its new Digital IQ Index.
There was also the #AskZlatan cross-platform social media campaign featuring an animated Zlatan Ibrahimović selecting questions from followers of @NikeFootball and answering them through a series of short films. It included a live Google+ Hangout with the animated footballer which attracted 5,500 live attendees and 17,000-plus views.
And Nike released a mobile footbal app with player profiles, new product highlights, brand videos, training videos, and user-generated content piped through an Instagram-like news feed, as well as social networking, customisation through NIKEiD and seamless in-app commerce functionality.