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Campaign Management
Prof. David Gracia Fabre
IE Business School - MDMK2010
Nike Video Viral Campaign
By Leonardo Bittan
June 1st, 2009

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What is Viral Marketing?
Definition Types
 Marketing techniques that use  Video clips
pre-existing social networks to
 Interactive Flash games
achieve certain objectives such as
increases brand awareness or  advergames
product sales through self-
replicating viral processes, very  Ebooks
similar to the spread of
 Brandable software
pathological and computer
viruses.  Images
 text messages.
 Applications

+ Nike Viral Video Campaign: 'Laker
Kobe Bryant Attempts Massive
Stunt'

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Objectives
Brand awareness – Nike
Product awareness - Hyperdunks
Brand engagement
High and intense viewership
Quality comments

Strategy
•Over a dozen
of seeded placements in video platforms like
YouTube.com and MySpace TV
•Free to share
•Easy to share
•Major sport celebrity – Kobe Bryant
•Exotic car
•Home video look-and-feel makes the stunt look more real
•The viewer is likely to wonder whether it was a true or a
fake jump
•Launch the campaign during end of NBA season - Playoffs
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+ Results
Viral Placements in %
Placement in Units
Copies
Seeded
Viral Derivatives
20
40%
60%
260
Total Views
Seeded
Seeded 5,920,000 , 37%
Viral 10,080,000
Total Views 16,000,000
Viral, 6
3%

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More Results
Comments Engagement Curve
 35,000 Comments
 Based on a term frequently
analysis, we can conclude that the
audience was strongly engaged
 Admiration: ‘best’, ‘must-see’
High Captivation
 Skepticism: ‘fake’, ‘stunt’, ‘real’
As Kobe takes the jump, there is a
 Product placement: curve spike indicating the amount of
‘Nike’, ‘shoe’, ‘Aston’ people who wanted to re-watch the
video to see if it was real or not.

+  Provides effortless transfer to others
 The selected medium (Internet) has characteristic
to ease the replication and transfer of messages
 It is free to share
 Scales easily from small to very large
 The platforms selected to seed the videos were
Reasons of Success appropriate to sustain high volumes of spread
 Exploits common motivations and objectives
 The featured person (Kobe Bryant) is highly known
and followed
 Home video look-and-feel intrigues viewers. Is it
true?
 Takes advantages of others’ resources
 Social networks carry with them a huge database
of possible viewers
 Emotion appeal
 Risk of death experience factor was crucial

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Viral Videos - Derivatives

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Leonardo Bittan
leonardobittan@gmail.com
Skype: leobittan
MSN: leobittan@hotmail.com