Nike Football on Facebook — Using Social Media Brilliantly

This new series of articles on Thoughtpick – Apps Using SM Brilliantly – will be looking into examples of tricks and methods that online games and applications are using to make the most of social media. In other words, what is making those apps as “spreadable” and “viral” as they are.

The idea

Sometimes users need the extra encouragement to press that “like” button on Facebook, sometimes they need that extra push and that’s exactly what Nike did on their Nike Football’s Facebook Fanpage.

Basically, they offered exclusive content to their fans who click the “like” button, and encouraged and reminded those fans who didn’t press the button to do so.

How they did it?

Just Do It!

Nike are currently running their latest marketing campaign, “write the future” which highlights stars such as Drogba, Rooney, Ronaldo and others and displays the consequences for them making or breaking those critical moments on the game. Whether it’s saving your team from an eminent goal or missing that sure-goal pass.

The campaign’s corner piece is an ad:

To encourage fans to circulate and promote this ad, they have added a 10 minute behind the scenes feature on their Facebook that is only viewable if you click the “like” button.

What did they achieve?

Using this little trick they have:

  • Gave people a reason to “like” the brand beyond just expressing their fandom.
  • Made the brand more visible on peoples welcome screen on Facebook.
  • Created exclusivity for the brand.

Would you click the “like” button just to see something? Let us know what you think in the comments section.

Comments and Reactions

  • Amer Kawar

    Cool trick and great videos.

    Their “likes” are going up like crazy. Based on a Google cached copy about 12 hours ago, the “Nike Football” page got 3000 extra likes.

  • Beiruta

    I would click the “like” button just to see more information about a certain application, brand, product or service and also to see the conversations on their wall. However, I might easily click “unlike” if I don't find the page interesting :)

    I like the point you made about how the app “made the brand more visible on peoples welcome screen on Facebook” – this is a very good move which allows for more recognition and virality!

  • M.Bamieh

    I agree with both of you, this certainly was a great technique to get exposure

  • Facebook Marketplace — Apps Using Social Media Brilliantly

    [...] as in the previous episodes (1, 2, 3 & 4), we will be looking into examples of tricks and methods that online games and applications are [...]

  • MyMediaInfo’s Blog

    [...] there’s more… Nike, considered by some to be the unofficial sponsor of FIFA 2010, cleverly used the ‘Like’ button in Facebook to promote their 3-minute television commercial ‘Write the future’ on their Nike Football [...]

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