Nike’s IMC campaign dubbed “Write the Future” was conducted during the 2010 FIFA World Cup in South Africa. The following are the key highlights of the campaign:
- Used Wayne Rooney, Cristiano Ronaldo, Fabio Cannavaro, and Didier Drogba to light up the pitch as they wrote their own futures to the cheering fans (advertising) (Kirk, 2019)
- Used Cristiano Ronaldo to send a promotional email endorsing the Nike products to billions of email users (direct marketing)
- Nike had thousands of sales clerks in South Africa during the entire period of the tournament. The salespersons were used to sell the Company’s products to the thousands of fans attending the tournament (direct marketing)
- During the entire period of the world cup, several items of Nike Company were put on offer (Cacciolatti & Lee, 2016). Discounts went as high as 75% on selected items. This was meant to lift the sales temporarily and also attract traffic (sales promotion)
References
Kirk, I. (2019). The Strange Case of Nike’s ‘Write The Future’ Campaign. [online] Opportunitymarketing.co.uk. Available at: https://opportunitymarketing.co.uk/blog/the-strange-case-of-nikes-write-the-future-campaign [Accessed 4 Dec. 2019].
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597-5610.