Nike aren’t an official sponsor of the London 2012 Games but they are set to gate-crash the party by running a series of real-time Olympic ads on Twitter.
The indirect approach to Olympic marketing will see the sportswear brand post spontaneous comment about key matches, such as from its Jordan brand whilst the team USA basketball team is playing. This approach to the Twitter ads forms part of Jordan’s #riseabove campaign.
What it appears that Nike is banking on is that people will be tweeting avidly on a second screen as they watch Olympics basketball games on TV, during the London 2012 Summer Olympics.
The promoted tweets are aimed at a broad audience of sport enthusiasts far beyond Nike’s pool of Twitter followers. By tapping into real-time action, Jordan hopes to prompt non-followers caught up in Olympic fever to retweet and share its promoted tweets, thus amplifying the buzz around Jordan’s #riseabove campaign.
Does monitoring Twitter and other social media distract people from the actual televised event? Apparently not, in a study by Time Warner they found that interacting with social media on a second screen gets people more involved with the Tv program than if they were watching it without social media.
When it comes to social advertising for live television, I think Twitter definitely has the upper hand over Facebook. If you think about it logically the time it takes for Facebook ads to be approved and have copy ready to go, Nike would have missed the boat but because Twitter is a fast moving micro-blog it suits advertising for live events. The ads would appear in your Twitter stream, as your tweeting, and you’d be caught up in the hype, so you’d get involved with their Promoted Tweets.
READERS: Do you think this is a smart move for Nike?