Nike Football Doubles Facebook Numbers With Early Preview Of Latest Soccer Ad On Its Fan Page

Nike recently used Facebook to unveil a new 3-minute soccer ad spot that contains some of the world’s biggest soccer stars to help promote their brand going into next month’s FIFA World Cup. The ad premiered on the Nike Football Facebook page and is dubbed Write The Future — it follows the fate of of a few of soccer’s greats and what may or may not happen to them based on pivotal moments on the pitch. According to a recent New York Times post, the ad buy is among the largest in Facebook’s history.

The ad was premiered on the Nike Football page last last week a few days before being debuted in television spots at half time of the UEFA Champions League final between Bayern Munich and Inter Milan. Nike announced early last week that the mini-movie would be available on its Facebook page, apparently causing its fan numbers to double from roughly 550,000 to well over 1.1 million as of today.

While Nike is the primary sponsor for all of the athletes featured in the ad, as well as many of the countries competing in the 2010 FIFA World Cup, it is not an official sponsor of the tournament. By slipping this ad onto Facebook, filling it with some of the most popular names in soccer, sport and pop culture and releasing it on the eve of the FIFA World Cup, the brand is obviously looking to steal some of the recognition associated with the game from Adidas.

Adidas is currently ahead of Nike in worldwide soccer sales and is an official sponsor of the 2010 FIFA World Cup.

By including some faces in the spot that are not usually associated with soccer, Nike and ad creator Wieden + Kennedy have also opened up the door for a broader audience outside of the normal soccer circles. Kobe Bryant makes a brief appearance in one of the segments of the ad, so of course it was posted on his fan page on Facebook, which boasts more than 2.4 million followers. Roger Federer also makes an appearance, and while there has been no official post promoting the Nike ad on his wall, a few of his 3.4 million fans have already put it up in the fan video section.

The Write The Future spot also teased an upcoming promotion, which will be run through Facebook and the Nike site, called The Chance. The Chance currently has a Facebook Event page with more than 13,000 confirmed guests and there’s a brief video on the Nike Football page. From the little that’s been revealed, it appears as if The Chance will give undiscovered players a shot at landing on a major team. More will be revealed through Facebook and on June 10th.

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7 Responses to “Nike Football Doubles Facebook Numbers With Early Preview Of Latest Soccer Ad On Its Fan Page”

  1. John Yunker says:

    I also noticed that Nike is driving traffic to this Facebook page via its in-country Twitter feeds.

  2. Nike Football Doubles Facebook Numbers With Early Preview Of Latest Soccer Ad On Its Fan Page | Social Caffeine by Lori R Taylor says:

    [...] loritaylor on May 29, 2010 Share… I Love Social BookmarkingSubscribeDiggdel.icio.usFacebookStumbleUpon Share and [...]

  3. Nike Football Doubles Facebook Numbers With Early Preview Of Latest Soccer Ad On Its Fan Page | Sobox. Social media in a box says:

    [...] To read the article:… [...]

  4. Social Media Digest: May 22 through May 31 | S'WORLD says:

    [...] Nike Doubles Facebook Fans with Write The Future – In addition to setting viral records, Nike also showed that a hit spot can help drive interest in social channels as well, with their Facebook page gaining more than 500,000 “Likes” in a single day during the debut of the spot. Though a large ad buy helped drive an audience to the page to watch the premier, it’s safe to assume that at least a few of those new likes were driven there by word of mouth. [...]

  5. La rassegna della settimana (21): novità e consigli per Google Maps, uso creativo di AdWords | TSW Blog says:

    [...] a dir poco sorprendente l’impatto che ha avuto un video spot di 3 minuti pubblicato da Nike nella sua Pagina Ufficiale di Facebook. In un solo giorno, i fan sono passati da 600.000 a più di [...]

  6. 2010 월드컵과 소셜미디어 마케팅 특집 « Jamie Loves Social Media says:

    [...] 홍보해주어서 더욱 많은 사람들이 보게하는 효과를 낳았다고 하니 (관련블로그) 소셜미디어 프로모션에서 온라인 셀러브리티 활용은 이제 기본적인 [...]

  7. “we want people to like us” « Things I Think says:

    [...] Nike were one of the first to do the ‘like’ before you get the content. You could view their world cup Write The Future ad by liking the post then watching. [...]

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