This Week’s Clever Campaigns – Nike, Coke, John Lewis and NatWest

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By Danielle Wynne

Nike – Possibilities

Nike has rolled out an impressive video to demonstrate their new campaign ‘Possibilities’. The video features several sports stars challenging ‘everyday’ people to challenges. Nike want to take their ‘Just Do It’ message further as part of its 25th anniversary and have challenged their fans to reach new goals and achieve new things.  The film features LeBron James, Serena Williams, Gerard Pique, Andre Ward and Chris Pine – with Bradley Cooper narrating. Fans take on challenges, or ‘possibilities’, via Nike+ with such apps as Nike+ Running and NikeFuel. When using Nike+ Running users can select the ‘challange’ option and set times, distances and invite their friends to race to a virtual finish line together. There is also a new chat feature that allows friends to share tips, encourage each other during the challenges and check the live leaderboard to track their progress.

As well as all this, from August 20th to September 13th runners can log their Nike+ miles towards winning a unique running experience. Anyone taking part in the challenges is encouraged to use the  #justdoit hashtag to drive others to realising their new possibilities.

 

Coke – Mini-Me

After the frenzy of personalised coke bottles and billboards Coke have taken the personalization of their brand one step further. They invited a handful of fans to their main factory in Israel to print a mini 3D version of themselves. Fans downloaded an app to create a virtual version of themselves and had to take care of it, tamagotchi-style, to qualify for a chance to go to the factory. They had full body scans for the blueprints for their mini selves, which were then printed out as a 3D model.

 

John Lewis – What Matters Most

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John Lewis has recently rolled out an animated TV advert for John Lewis Insurance and now wants fans to follow suit. ‘What Matters Most’ has been devised by Steak and 360i London. A smart microsite has been created for users to upload their own six-second Vine creations to. The Vines have to best represent however the users interpret the #whatmattersmost hashtag that can also be followed on Twitter.

Entrants can be in with a chance of winning £1000 of John Lewis vouchers. The entries are being judged by creatives behind the TV advert – Simon Lloyd and Ben Tollett from adam&eveDDB.

NatWest – Vine customer service

NatWest has been using Vine as a customer service tool. They are attempting to answer the majority of their ‘frequently asked questions’ with the 6-second Vine videos. Natwest said they get around 10 to 20 regularly asked questions on their @NatWest_Help handle. Working with M&C Saatchi they have found a way to confine an answer to one single tweet.

Their customers get quick, snappy answers – if they’re sending a tweet they clearly just don’t want to come out of their social media apps to Google something like ‘how long does a check take to clear’ anyway.

This also coincides with a second campaign the bank are carrying out revolving around new students. Natwest is using Vine to also give them survival tips for the new term, dubbing it #Uniproof.

 


This post was written by Danielle Wynne

As engagement manager, Danielle's role is key to helping ensure client's communities and campaigns thrive.


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