!!!!!!!!!!!!!!!!

NIKE “MAKE HISTORY” CAMPAIGN!!for the 2014 FIFA World Cup in Brazil !

!!!! !!!!!!!!!!!!!!!! McKenzie Carlile and Eric Watkins Team Blue Ribbon

!2!

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. Nike’s 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 Football’s 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. “It’s only the tip of the iceberg in terms of what’s 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. !!!!

!3!

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 country’s 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 World’s Stage • Fight for your Legacy | How will they remember you? • #makehistory

!4!

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 Nike’s dedication to sustainability and inspire customers to become

active members in Nike’s 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. It’s 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! Pelé scores.” The boy will stand up and cheer. He’ll put on a football jersey that reveals that the boy is Zico. He’ll 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 Pelé scores!” The boy will jump up and down and cheer. He’ll put on a football jersey that reveals the boy is Ronaldinho. He’ll pick up a football, open the front door and dribble it down the street.

!5!

• 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 user’s 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. He’ll pick up a football, step out the front door and turn on his Nike Fuelband.

• The narrator will say, “It’s 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 • We’ve 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 doesn’t 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

!6!

• Nike’s 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 we’ve 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 Rafael’s 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 device’s 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 country’s 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 country’s 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

!7!

• 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

• It’s 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 user’s indicated favorite team. In Rafael’s case: Brazil.

Personalized Shopping (Figure 6)

• The application’s store page auto-populates with relevant shoes, gear and apparel • Rafael’s 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 aren’t 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 Football’s 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 Football’s digital initiatives

• We’ve 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 Nike’s continued commitment to minimizing its carbon footprint

!8!

“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” campaign’s 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.

!9!

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 Nike’s 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” campaign’s sustainability efforts on a digital platform?

FURTHER EXPLORATION

• To increase Nike’s presence in Brazil during the 2014 World Cup and to discuss Nike’s 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”!

!10!

• Team Blue Ribbon would love the opportunity to further discuss this with Nike’s Digital Team because we believe we can unite Nike’s 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 iPhone’s market share. Android’s 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 Nike’s digital revolution stops at the mobile device. We want to continue Nike’s 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.

!11!

Figure 1

!12!

Figure 2

!13!

Figure 3

!14!

Figure 4

!15!

Figure 5

!16!

Figure 6

!17!

Figure 7