Amanda Foo“Nike empowers me!”
“Nike everything!”
“Soccer is my baby!”
These are the adoring shout-outs from fans of the brand and the world’s best-known sport from the Express The Nike In You campaign, an online viral campaign that aims to let the average sports fan have his or her moment in the limelight through the use of either of a photo or a video.
Developed by Ngee Ann Polytechnic‘s m:idea, the first-youth led media conglomerate in Singapore, this campaign makes full use of the new media to reach out to youth and get them to show their love for Nike and soccer.
Targeted at youths aged from 17 to 25, the campaign urges the participants to be as creative and revolutionary as possible with their submissions, with everything ranging from a guy pretending he’s pregnant with a soccer ball to an official meeting that morphs into an impromptu football match.
Taking full advantage of social media, the videos are hosted on Youtube and the photos displayed on the campaign website. Facebook and Twitter are also put to work to spark discussions and encourage participation.
Nike was especially excited about working with m:idea again because Ngee Ann Polytechnic had exactly the sort of connection with youths that the mega sports brand was looking for.
“This campaign called for a platform that reaches out to youths who are fun, energetic and very much into the beautiful game of football. Ngee Ann has the right target of youths who exude a vibrant and embracing spirit which serves to reinforce what Nike has to offer,” says Ms Shan Heng, the Marketing Communications manager of Nike SEA & Singapore.
The campaign will run till May 21, during which participants are free to submit their entries. After which, a panel of judges will choose the top 3 video entries and the top 10 photo entries that will be featured in Ngee Ann Polytechnic on Jun 4.
The winner for each category will be awarded $1,000 in Nike products.