Nike: Spark Brilliance

Campaign Summary

To build excitement for the Turkish National Team's new sports jersey, Nike launched the "Spark Brilliance" campaign, a multi-channel effort that used cutting-edge technology to integrate television commercials and audience mobile devices. Nike centered the campaign on Arda Turan, coach of the Turkish National Team and current player for FC Barcelona, one of the world's best football (soccer) teams. The campaign gave fans an inside look into Turan's halftime speeches, using his inspiring words to ignite a nation. Nike's campaign was so effective that it sold out of the new jerseys on and parts of Turan's speech even became part of the Turkish team's motto.


Objective and Context:

The objective of the Spark Brilliance campaign was to engage Turkish National Team fans through digital channels to ramp up excitement for the team's new sports jersey. Nike also wanted to differentiate itself from other brands by using innovative technology.

Target Audience:

The target audience was Turkish males, ages 15–34, who were passionate about football (soccer). Mobile and internet usage was the highest among this demographic versus all others.

Creative Strategy:

Nike made Arda Turan, the Turkish National Team's coach and current FC Barcelona player, the heart of the campaign. Turan, who had made it from the gritty streets of Bayrampasa to one of the best football leagues in the world, was the perfect person to inspire Turkish fans. By using cutting-edge technology, Nike gave fans an inside look into Turan's halftime speeches.


Overall Campaign Execution:

Campaign content on the most popular sports channels in Turkey gave fans an inside look into the Turkish team's locker room to hear Turan's rousing halftime speech. In addition, Nike used Tagvance Media's second-screen technology to sync mobile devices to the TV broadcast. This gave the audience 360-degree views of the locker room during Turan's speech, making it feel like they were there with the rest of the team. The 360-degree experience was also extended to Nike physical stores through virtual reality experiences.

Mobile Execution:

Nike wanted the audience to transition seamlessly from the game to the locker room experience just after the halftime whistle. As soon as the locker room campaign began on the TV, the audience's mobile devices were triggered by Tagvance Media's second-screen technology, featuring the halftime speech via the 360-degree video on the mobile screen.

Results (including context, evaluation, and market impact)

The campaign stirred up so much excitement that the Turkish National Team jersey sold out on the Nike online store during the halftime activation. There was also a 55 percent sell-through in the first week of the jersey launch.

In terms of campaign views and engagement, Nike achieved:

  • 9.6 million television viewers in one night
  • 14 million views on the 360-degree video, the No. 1 viewed video in Nike Turkey's football history
  • 533 generated PR stories
  • 328,000 social interactions

Part of Turan's speech even became a team motto during the tournament.

Categories: Cross-Screen Advertising | Industries: Enertainment, Media, Sports, Apparel, Footwear | Objectives: Cross-Screen Advertising | Awards: Silver Winner