Nike Is Dominating The World Cup - Here's Why

Who is the big brand winner at World Cup so far? Probably Nike (NKE).

If you’ve been following the World Cup as I have then chances are you’ve seen a few videos from Nike’s Risk Everything Campaign. The most striking thing about the campaign is how much thought, creativity and preparation have been poured into it – including a Risk Everything Microsite that is better than most brand websites.

Here is a campaign that exists on another plane. It is influencer marketing on steroids, content marketing so smart, so distinct, so alive, you'll think I'm exaggerating - I'm not. Their clever integration of a World Cup storyline, product placement and influencers will be a future case study on how to create a branded experience around sporting events.

But will Nike’s World Cup campaign pay off? Time will tell, but early signs are looking positive. Nike’s done a great job of blending product placement and a soon to be released mobile soccer app, with entertaining content. If that product/content connection converts to sales, their return on an obviously huge campaign budget will pay off.

I asked Nike for some early statistics from the campaign. Let’s review:

  • Two of their videos featuring social media power house Cristiano Ronaldo and Neymar Jr. Nike Football: Winner Stays (84 million views) and The Last Game (59 million views) are two of most watched digital video brand campaigns.
  • To-date the campaign has generated more than 6 billion campaign impressions in 35 countries covering television, cinema, digital/mobile, gaming, print and outdoor. At least one-third (1/3) of those impressions were on mobile devices.
  • The total campaign has generated a jaw-dropping 372 million views combined.
  • Nike reports the campaign has proved to be their most social and mobile campaign, with 22 million campaign engagements to-date (likes, comments, shares).
  • To-date there have been 650,000 uses of the hashtag #riskeverything in social media.
  • The #askzlatan interactive campaign, where the animated Zlatan Ibrahimovich responds to consumer questions in short personalized films has had over 10.5 million digital views.
  • 'The Last Game' Facebook post from NikeFootball is one of the most shared Facebook posts.
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