Our Director of Content–Jason Murray–joins PLAZMA™ bringing heaps of experience in the realm of content creation. Most recently he was at Nike as Editor-In-Chief of their innovative sustainability platform “Better World”. Before leaving Jason was elevated to their Football Division to lead content generation–a dream come true for a lifelong Philadelphia Eagles fan.
During this time, the inaugural College Football Playoff National Championship presented Nike with a unique messaging opportunity to authentically insert the brand into an electrically charged intersection of culture and sport.
An optimal integrated marketing campaign traverses the physical and digital world, and inspires consumers to take action in both. Here’s how we did it:
- Reactive, real-time content spoke directly to the action on the field while they engaged in conversations on the sidelines
- An interactive mural provided fans an opportunity to support their team while connecting to Nike culture through relevant social platforms
- Elevated product marketing through authentic messaging and dialogue
The outcome was a disruptive blend of digital, physical, and regional activation—elevating the energy of the moment, equally, for fans at the game, the ones back on campus, and those at home.
Multiple media outlets covered the interactive mural resulting in enormous energy outside our core market. When Nice Kicks, Fox Sports, SB Nation, USA Today, HypeBeast, FanSided, Mashable, Deadspin, Fast Company, MadDash and countless others take note of your marketing efforts, you’ve cut through the static.
Over the championship weekend, @nike earned nearly 1MM user interactions while game-day support delivered nearly 4M paid impressions to our social communities.
And when Ohio State won the historic title, our celebratory Tweet earned over 21K RTs—over 3x the previous category record. At the time, it was the most successful Tweet in Nike history.