Blogger Outreach & Social Media Case Study: Nike Tennis
- Client: Nike Tennis
- Industry: Sports Apparel
- URL: http://www.niketennis.com/rf
- Campaign Type: Television, Social Media, Blogger Outreach
Goals and Objectives
Nike Tennis was seeking a unique way to celebrate Roger Federer’s 15th Grand Slam tournament victory. It was anticipated that this would occur at Wimbledon in early July 2009. SwellPath was brought in by Summit Projects to help the iconic brand to deliver a unique multi-channel message to Roger’s fans, with the ultimate goal of giving fans an opportunity to interactively celebrate with, and congratulate Roger.
Measurement
Results were measured on the following key performance indicators:
- Amount of traffic to the site at various stages Rogers quest
- Level of syndication of visitors messages (though Twitter, Facebook, and social bookmarking)
- Number of messages left by fans and supporters
Strategy & Execution
Television advertisements were developed featuring celebrity Nike athletes (e.g. Michael Jordan, Tiger Woods, etc.) congratulating and praising Roger. Simultaneously a special microsite (http://niketennis.com/rf) was launched to promote Nike’s RF XV line of clothes, and to allow fans to submit a message of praise or support to Roger. Following SwellPath’s strategic recommendations, StepChange Group worked with Nike to implement Facebook Connect, Twitter integration, and social bookmarking capabilities – these features allowed fans to syndicate their message to their Facebook wall, Twitter feed, or social bookmarking site of choice. To hype the site prior to launch, SwellPath reached out to a core group of bloggers and released screen shot previews of the site. The outreach created anticipatory buzz on Twitter, in the blogosphere, and offline at Wimbledon. When the site launched SwellPath worked to promote the event through Roger’s Facebook page, and through Twitter. Moments after his victory, the television spots ran, directing fans to the site.
Results
The following numbers were achieved in the week before and after Rogers victory:
- An average of 10,000 visits and 135,000 actions per day
- Average of over 200 Facebook wall posts and connections per day from through the microsite
- Over 20,000 messages left for Roger
