In my opinion, Nike is top of the class, not only in equipment but also in the marketing space. Time after time, they’ve come up with legendary campaigns that have become rooted in our culture. Nike continues to be a leader because even though the NBA season is over, they keep the basketball dialogue going in a way that their audience responds to and interacts with.
Recently, Nike Basketball launched the new campaign called “Summer Is Serious” during the NBA Draft featuring videos of Kevin Durant in his childhood recreation center in a draft ceremony.
The campaign kicked into full gear this week by rolling out new videos featuring the various personalities that make up summer basketball. Video profiles include entertaining profiles about the ball hawk, the big dog, the over-dribbler and the spark plug. Each video is engaging and ties back to the overall campaign.
Nike has added a number of interactive digital elements to create opportunities for user generated content. Nike is calling on their fans to submit basketball related content through a number of social channels including YouTube, Twitter, Vine, Instagram and Soundcloud using the hashtag #SUMMERISSERIOUS. Submitters will have a chance to be picked by Durant or James Harden in the ultimate pick-up at the Tournament of Champions in New York City in mid-August.
There are a total of 100 spots on the draft board and 16 finalists will be selected to participate in the Tournament of Champions game. Entries will be selected on quality of submission and be judged on standard contest criteria including skill and creativity/uniqueness of the submission.
If your entry gets selected to be eligible for the draft your likeness will be turned into a digital trading card complete with a nickname, attributes and highlights. Each card features links to submitted content and is completely shareable via social.
Another slam-dunk campaign on Nike’s marketing court.
Why the Summer is Serious Campaign Works:
- Integration – The campaign has multiple touch points through broadcast, social web and digital.
- Extensions – Leveraging the “#SUMMERISSERIOUS” hashtag gives the program huge virility potential through multiple social platforms.
- User Generated – Nike has been very successful at letting their customers champion the brand through content. This campaign is no different.
- Tone – Nike has always been able to balance entrainment with brand messaging.
- Targeted – It’s focused on a key audience through a unique promotion.
What do you think of the campaign? Do you think it will be successful? What was is your favorite Nike campaign?