Nike, which isn’t an official sponsor of the London 2012 Games, is 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 effort has been masterminded by digital agency 140 Proof and forms part of Jordan’s #riseabove campaign.
It is hoped that with Olympic excitement at fever pitch tweeters not normally familiar with the Nike brand will pick up on the conversation and engage with the campaign.
140 Proof co-founder John Moonigian III said: “When people who are simultaneously watching sports and tweeting, see a promoted tweet about the real-time game or score, then it’s not an ad anymore, but an information tool.
“To identify our target, we focus on what accounts people follow on Twitter, rather than what they post. That’s because a lot more people read content on Twitter than post content.”
Success will be measure by the number of retweets, replies, sharing and positive sentiment with Moonigan stressing: “Simple affirmations like ‘LOL’ are not counted as being as valuable as people adding photos or their own thoughts.”