Sunday, June 12, 2011

Nike Chosen

Nike Chosen

Here’s the latest global campaign from Nike and it’s pretty sweet.  It represents Nike's biggest foray into the action sports arena.  Nike’s 'Chosen', brings together footage from skating, surfing, BMXing and snowboarding in a beautiful 90 second spot.  The video fits within the ubiquitous 'Just Do It' theme and showcases extreme sports footage shot at night over two years in seven locations, Hawaii, Florida, New York, Los Angeles, Whistler, Aspen and Bali.  Viewers are then invited to take part in a the Chosen contest...

'After the viewer is left inspired by the footage below they can then get involved in the contest on Facebook and at, inviting skaters, surfers, BMX riders, snowboarders and skiers to submit a video of their own. The winners, selected by fans, athletes and Nike, will have the chance to travel with the Nike team while enjoying exclusive Nike products and experiences.'

What's interesting about this campaign (developed by 72andsunny) is that it follows a similar playbook to the one that VW established with 'The Force' commercial.  In this case, Nike posted the spot to Youtube & Facebook 3 days before the TV spot debuted during the NBA finals.  Nike has posted an extended version of the Chosen film and will also post a 20-30 minute behind the scenes video sometime in the near future.  It's also important to note that the contest is being run exclusively on Facebook and Facebook is really the hub of the campaign activity, with special fan pages setup for each of the athletes featured in the spot and the contest will in part be determined by Facebook fans and who they think should win.  

Supporting Articles: NY Times | The Inspiration Room | PopSop | Creativity | TheNextWeb