Nike: How Will You #makeitcount in 2012?

Advertiser/Client: Nike
Posted By Briley – 01.12.2011

Why We Like It:
Placing your 2012 resolution on a public social media forum might be the best way to finally achieve everything you say you will. The consumer is helped to achieve their personal goals, all the while making a personal connection with the band. Amateurs and professional athletes alike have banded together to help on the campaign, and seeing this mix, knowing that there are other out there just like you, is a great way to create a community surrounding Nike and it’s consumers.

Insights, Strategy and the Idea:
The time around the first days of January is just perfect for making resolutions for the whole year, and since 2012 promises to be very sportive with the London Olympic and Paralympic Games, a plan for this year should include a bunch of sport related goals. Nike supports both renowned athletes and ordinary people who just like to keep fit and encourages them to make a pledge on Twitter on how they will #makeitcount in the coming 12 months.

Creative Execution:
The brand is inviting the audience to join the movement by tweeting their sports resolutions using the #makeitcount hash tag. It utilises quite a traditional tool, massive public disapproval, to motivate them to do what he or she promises.

Results and Effectiveness:
To date, the teaser clip has had over 75,000 views on YouTube for the teaser video, with many more #makeitcount on YouTube.