Nike

What they asked us to do ...

Nike challenged us to introduce their 2007 NFL Rookie Class using an innovative yet informative approach. The 2007 draft was particularly important for Nike since they had signed eight of the top 25 draft picks. Nike needed to build brand equity, market its association with eight new athlete endorsers, drive coverage and spark conversation to extend the “life of the NFL draft.”
 

What we did ...

Our solution was simple and innovative: Create an entirely new kind of web tool to capitalize on a rapidly-evolving media landscape, as well as a Nike photo/video shoot with the recently-signed athletes. We designed “Welcome to Sunday,” hosted at www.nikerookieclass.com, with the mentality that one online resource could deliver an innovative experience for traditional media and be an attractive destination for emerging online influencers. It was neither an “online press kit” nor a true consumer-facing website. Its purpose was to communicate with an audience that spoke different languages but craved the same thing – unique and compelling content. The site focused on the players, but presented information in a manner that engaged users in a powerful, behind-the-scenes style.
 

Our results ...

The “Welcome to Sunday” campaign inherently changed Nike’s media relations DNA. The program became an internal case study, lauded as a sterling example of how to engage media and influential consumers. The www.nikerookieclass.com site not only received 8,600 unique visitors and 15,000 YouTube views in the first week, but also generated mainstream coverage in USA Today, Atlanta Journal-Constitution and ESPN. Our work for Nike Rookie Class awarded us the 2008 PRSA Big Apple Honorable Mention for New Media Campaign.