Bingeing shows, following famous families, and liking coworkers’ vacation photos has not just caused us to live vicariously through others—it’s made us addicted to our screens. For Nike, that’s a problem. It’s the antithesis of Just Do It. As a result, the brand set out to shake things up by disrupting this unproductive behavior and the audiences who get caught up in it, encouraging them instead to get outside and get moving.
Solution & Cultural Context:
You know there will be opinions on Twitter, zombies will die on The Walking Dead, and celebrities will be discussed in Us Weekly. Yet you still waste hours of time with these things. To stop this, we created short, text-based, contextual videos that spoil what people already know will happen. Bespoke videos were delivered in the medium where this unproductive behavior was most prevalent, each one ending with a call to action to get outside and train or run.
This campaign set out to disrupt unproductive bingeing and vicarious behavior in the places where it happens most. The results show we did just that. Our disruption of The Walking Dead finale generated over 20 million views across platforms and broke Nike’s record for Twitter engagement at 44%. In total, our films drove more than 80 million views on TV and another 120 million on social—that’s over 200 million disruptions that saved people time so they could get off their screen and get moving.
For three weeks around the holidays, every message was customized to the platform where audiences spend their time. This included social platforms like Instagram, and across reality shows, and programs like Access Hollywood and E! News. Messages were also targeted to cultural moments like The Walking Dead finale and The Bachelor premiere. US Weekly also featured a full page ad before the TOC that disrupted readers. Context was king for this campaign and played into every media decision.
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