Nike’s marketing partnership playbook now regularly features congratulatory campaigns for athlete ambassadors and/or sponsored teams to celebrate milestone victories and leverage consumer passion at its peak.
The tactic is built on pre-prepared content (rather than assets created on the fly in real-time) and the formula follows an established pattern: a spearhead spot (typically debuting in the first ad break following the event climax) is supported socially to celebrate a big win and promote a limited edition, property-relevant product range.
Our stand out ‘Top Three’ case studies illustrating this strategy are:
1: Last autumn’s ‘Goodbye Someday’ after the Chicago Cubs finally won the MLB World Series
2: Kevin Durant ‘Debate This’ after his Golden State Warriors clinched the NBA title
3: ‘Ro8er’ following Roger Federer’s record breaking eighth Wimbledon win.
(Who will be next? Mo Farah at the IAAF World Championships perhaps?
