nike video viral campaign

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Nike Video Viral Campaign

Campaign ManagementProf. David Gracia FabreIE Business School - MDMK2010

By Leonardo BittanJune 1st, 2009

+What is Viral Marketing?

Marketing techniques that use pre-existing social networks to achieve certain objectives such as increases brand awareness or product sales through self-replicating viral processes, very similar to the spread of pathological and computer viruses.

Video clips

Interactive Flash games

advergames

Ebooks

Brandable software

Images

text messages.

Applications

Definition Types

+ Nike Viral Video Campaign: 'Laker Kobe Bryant Attempts Massive Stunt'

+Objectives

Brand awareness – Nike

Product awareness - Hyperdunks

Brand engagement

High and intense viewership

Quality comments

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Strategy•Over a dozen of seeded placements in video platforms like YouTube.com and MySpace TV

•Free to share•Easy to share

•Major sport celebrity – Kobe Bryant•Exotic car•Home video look-and-feel makes the stunt look more real

•The viewer is likely to wonder whether it was a true or a fake jump

•Launch the campaign during end of NBA season - Playoffs

+ Results

60%

40%

Copies

Derivatives

Placement in Units

Viral Placements in %

20

260

SeededViral

Total Views

Seeded 37%

Viral 63%

Seeded 5,920,000Viral 10,080,000Total Views 16,000,000

+More Results

35,000 Comments

Based on a term frequently analysis, we can conclude that the audience was strongly engaged

Admiration: ‘best’, ‘must-see’

Skepticism: ‘fake’, ‘stunt’, ‘real’

Product placement: ‘Nike’, ‘shoe’, ‘Aston’

Comments Engagement Curve

High Captivation

As Kobe takes the jump, there is a curve spike indicating the amount of people who wanted to re-watch the video to see if it was real or not.

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Reasons of Success

Provides effortless transfer to others The selected medium (Internet) has characteristic

to ease the replication and transfer of messages It is free to share

Scales easily from small to very large The platforms selected to seed the videos were

appropriate to sustain high volumes of spread

Exploits common motivations and objectives The featured person (Kobe Bryant) is highly known

and followed Home video look-and-feel intrigues viewers. Is it

true?

Takes advantages of others’ resources Social networks carry with them a huge database of

possible viewers

Emotion appeal Risk of death experience factor was crucial

+Viral Videos - Derivatives

Another Viral Campaign!

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+Leonardo Bittanleonardobittan@gmail.comSkype: leobittanMSN: leobittan@hotmail.com