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Set the right objective

Develop a social strategy

Focus on content

Set the right objective1

@ headstream #nmalive

• Foster conversation• Drive engagement• Encourage advocacy and convert opponents• Facilitate support and self service• Encourage feedback and idea generation

Develop a social strategy2

@ headstream #nmalive

• Clear purpose• Understanding of influence• Right brand outposts and engagement• People guidance• Knowledge transfer

1989 - Back to the Future II makes an unknown Nike shoe an instant cult classic

Focus on content3

1989 - Back to the Future II makes an unknown Nike shoe an instant cult classic

• 100% of the money raised is going to the Michael J Fox Foundation

• Nike auction 1,500 Shoes on ebay

• Targets three core communities - Back to the Future fans, sneaker fans and Parkinson’s Disease campaigners

• Heavy online campaign with little offline

• Pushed by bloggers and through social media

• Message is coherent across all outposts and build into key values of Nike

• Sergey Brin and Anne Wojcicki have promised to match up to $50 million

2005 Online petition from fans to get Nike to make the shoe begins

2005 Tinker Hatfield (creator of the original shoe used in the film) and Tiffany Beers begin recreating the Nike MAG shoe after seeing the online petition

2005 to 2010 Nike tease the idea of a Back to the Future II shoe with fans through special edition shoes and partnerships

25 August 2010Tinker Hatfield and Tiffany Beers on behalf of Nike file for a patent of a suspicious looking shoe with powerlaces technology and lighting

Since 13 September: 2,433,588 viewshttp://youtu.be/PZ6SkdkXjAQ

6 September 2011 An unbranded YouTube account called DocEmmettBrown88 uploads a 46 second video entitled McFly’s Closet to YouTube

http://www.nicekicks.com/2011/09/nike-air-mag-officially-unveiled/

6 September 2011 Nike distributes a special package to shoe enthusiast blog site, Nice Kicks, and flies them out to LA for a special It’s About Time event

http://www.nicekicks.com/2011/09/nike-air-mag-officially-unveiled/

8 September 2011 Full unveil of the shoe and campaign at the “It’s About Time” event in LA where Tinker Hatfield and the CEO of Nike, Mark Parker, talked about the shoe, its history and the link up with Michael J Fox’s foundation alongside how people can donate to the foundation and bid on the 1,500

8 September 2011 Two new ads unveiled plus a message from Michael J Fox pairs available through ebay

1,454,279 views http://youtu.be/3yiSdjwi_bg

990,498 views http://youtu.be/eihSPj9lSMw

948,449 views http://youtu.be/eYMyEqRb2cw

8 September 2011 All brand outposts go live

8 September 2011 Michael J Fox appears on Letterman in the US to speak about the campaign and the limited edition shoes

8 September 2011 Selected Nike stores given mini replica shoes and badges for customers to buy, 100% of money going to campaign

PONBE3@ headstream #nmalive

• Paid: They aren’t paying for ad space• Owned: Website and campaign content (videos)• Networked: Blogger outreach, press event• Borrowed: Facebook, Twitter, YouTube, eBay• Earned: Blog posts, news sites/mainstream news picking it up and online social communication and sharing