Nike launched an ad campaign called "Dream Crazy" narrated by Colin Kaepernick to encourage people who have ambitious dreams. The campaign featured many prominent and lesser known athletes overcoming obstacles. Initially, some criticized Nike for the campaign due to Kaepernick's involvement, but it increased brand awareness and sales. Nike's use of controversy through social issue-based marketing boosted its brand value despite some backlash.
I made this file for Social Media Marketing Campaign Evaluation Assignment at Golden Gate University. I researched about Nike's "Just Do It" 30th "Dream Crazy" campaign.
Analysis of the 2012 Nike campaign aimed to attract female customers, build a community to encourage women to feel independent and overcome social stigma.
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I made this file for Social Media Marketing Campaign Evaluation Assignment at Golden Gate University. I researched about Nike's "Just Do It" 30th "Dream Crazy" campaign.
Analysis of the 2012 Nike campaign aimed to attract female customers, build a community to encourage women to feel independent and overcome social stigma.
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Narrated Business Proposal for the Philadelphia Eaglescamrynascott12
Slide 1:
Welcome, and thank you for joining me today. We will explore a strategic proposal to enhance parking and traffic management at Lincoln Financial Field, aiming to improve the overall fan experience and operational efficiency. This comprehensive plan addresses existing challenges and leverages innovative solutions to create a smoother and more enjoyable experience for our fans.
Slide 2:
Picture this: It’s a crisp fall afternoon, driving towards Lincoln Financial Field. The atmosphere is electric—tailgaters grilling, fans in Eagles jerseys creating a sea of green and white. The air buzzes with camaraderie and anticipation. You park, join the throng, and make your way to your seat. The stadium roars as the Eagles take the field, sending chills down your spine. Each play is a thrilling dance of strategy and skill. This is what being an Eagles fan is all about—the joy, the pride, and the shared experience.
Slide 3:
But now, the day is marred by frustration. The excitement wanes as you struggle to find a parking spot. The congestion is overwhelming, and tempers flare. The delays mean you miss the pre-game excitement, the tailgate camaraderie, and even the opening kick-off. After the game, the joy of victory or the shared solace of defeat is overshadowed by the stress of navigating out of the parking lot. The gridlock, honking horns, and endless waiting drain the energy and joy from what should have been an unforgettable experience.
Our proposal aims to eliminate these frustrations, ensuring that from arrival to departure, your experience is extraordinary. Efficient parking and smooth traffic flow are key to maintaining the high spirits and excitement that make game days special.
Slide 4:
The Philadelphia Eagles are not just a premier NFL team; they are an integral part of the community, hosting games, concerts, and various events at Lincoln Financial Field. Our state-of-the-art stadium is designed to provide a world-class experience for every attendee. Whether it's the thrill of game day, the excitement of a live concert, or the camaraderie of community events, we pride ourselves on delivering a fan-first experience and maintaining operational excellence across all our activities. Our commitment to our fans and community is unwavering, and we continuously strive to enhance every aspect of their experience, ensuring they leave with unforgettable memories.
Slide 5:
Recent trends show an increasing demand for efficient event logistics. Our customer feedback has consistently highlighted frustrations with parking and traffic. Surveys indicate that a significant number of fans are dissatisfied with the current parking situation. Comparisons with other venues like Citizens Bank Park and Wells Fargo Center reveal that we lag in terms of parking efficiency and convenience. These insights underscore the urgent need for innovation to meet and exceed fan expectations.
Slide 6:
As we delve into the intricacies of our operations, one glaring issue emer
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2. CAMPAIGN
DESCRIPTION:
• This campaign is narrated by Colin Kaepernick, “Dream
Crazy” provides encouragement to everyone who has crazy
dreams and goals that may seem unsurmountable.
• To celebrate that rich diversity, the second film in the JDI
series, “Dream Crazy,” focuses on a collection of stories that
represent athletes who are household names and those who
should be. The common denominator: All leverage the
power of sport to move the world forward.
• Along with inspirational pros — LeBron James, Serena
Williams, Odell Beckham Jr., Eliud Kipchoge — in this film,
you’ll meet incredible athletes: 29-year-old basketball
phenom and wheelchair athlete Megan Blunk, who took
gold in Rio in 2016; Isaiah Bird, who was born without legs,
and at 10 years old has become the one to beat on his
wrestling team; Charlie Jabaley — an Ironman who made
over his life by dropping 120 pounds, going vegan, and in
the process, reversed the growth of a life-long brain tumor;
and Michigander Alicia Woollcott, who simultaneously
played linebacker and was named homecoming queen
during her high school senior season.
• Additional appearances are made by emerging professional
athletes and world champions alike: Canadian soccer star
Alphonso Davies; Hawaiian big wave surfer Kai Lenny;
American skateboarders Lacey Baker and Nyjah Huston;
German champion boxer Zeina Nassar; and U.S. Soccer's
Women’s National Team.
3. Nike’s decision of throwing itself in the center of a cultural controversy
#UsingControversyforMarketing?
People Loved Nike, People hated it ! some burned,
some bought ! But People talked about it.
Initially, Nike faced criticism, which also included the reaction of
US President Donald Trump and decrease in shares by 3.9% but
with Nike’s attitude of not being afraid of offending people and
taking a stand as long as people love the brand, strategy worked.
•63% respondents were liking the idea of Nike taking political
stand
•70% people liked Nike as a brand and its Ad campaign with Colin
Kaepernick and 30% criticized.
•In First quarterly report Nike‘s revenue increased by 10%
•After the Campaign Launch of Nike’s Stock showed a gradual
increase by 5%.
•Post 1 year of campaign launch company claimed $163 million in
earned media with 31% increase in sales.
•Nike’s brand value increased by $6 billion.
“Nike’s Ad campaign faced fallout but definitely gained more”
4. CAMPAIGN REACH:
• It features many women who have experienced their sports
efforts to be perceived as “hysterical”, “irrational” or
“dramatic”. From coaching an NBA team to “winning 23 grand
slams, having a baby, and then coming back for more”, it
encourages women to dream big and achieve bigger
• Dream crazier was premiered during the Oscars and soon
went viral. After just one day, the commercial garnered over 6
million views on YouTube and more than 28 million on
Twitter. The majority of mentions were or Twitter, followed by
Web and Facebook, and the overall reception was
predominantly positive.
• Since the 24th of February, the release of the commercial, the
phrase was mentioned over 15 000 times. It is more than a
2261% increase in comparison to the period before. It has
reached more than 600 million people on the Internet, with
the majority of chatter about it being on twitter.
• The total number of mentions of the brand has also increased.
After the release of the Dream crazier commercial, the overall
sentiment of “Nike” mentions has become very
positive.
5. POINT OF VIEW:
• Going against public was a risk, but it was
definitely a purposeful advertising of positioning
its brand distinctively. Nike’s idea of using
controversy as a marketing strategy with a socially
divisive campaign knowing that it will drive
discussions was a benefit for the brand. . Ad
campaign was meant to stand out focusing on the
inspirational message “dream big”
6. Works Cited
• "Nike’S New Just Do It Campaign". Nike News, 2020,
https://news.nike.com/featured_video/just-do-it-dream-crazy-film. Accessed 2 Mar 2020.
• "Dream Crazier: How Nike Thrives On Social Issues Based Marketing". Mediatoolkit, 2020,
https://www.mediatoolkit.com/blog/nike-social-issues-based-marketing/. Accessed 2 Mar
2020.
• "This New Nike App Is Like A Concierge For Working Out". Fortune, 2020,
https://fortune.com/2016/08/02/nike-new-app-social-ecommerce/. Accessed 2 Mar 2020.
• "Nike News - Athletes News". Nike News, 2020, https://news.nike.com/athletes. Accessed 2
Mar 2020.
• Uploads-Ssl.Webflow.Com, 2020, https://uploads-
ssl.webflow.com/5b7a777122fffc08a8c3cf3e/5b9e6ab435ca278000b111e7_image6.png.
Accessed 2 Mar 2020.
• Uploads-Ssl.Webflow.Com, 2020, https://uploads-
ssl.webflow.com/5b7a777122fffc08a8c3cf3e/5b9e6c2228de9e58033b8558_Channels.JPG.
Accessed 2 Mar 2020.
• "Nike Controversy: Colin Kaepernick Marketing Strategy Analysis". AMA New York, 2020,
https://www.amanewyork.org/resources/nike-controversy/. Accessed 2 Mar 2020.
• Carruthers, Sasha. "When Big Brands Take Social Stances: An In-Depth Analysis Of Nike’S
Colin Kaepernick Ad". Greenbook, 2020, https://greenbookblog.org/brand-impact/when-
big-brands-take-social-stances-an-in-depth-analysis-of-nikes-colin-kaepernick-ad/.
Accessed 2 Mar 2020.
• Static01.Nyt.Com, 2020,
https://static01.nyt.com/images/2019/05/24/sports/24nike1/merlin_110949977_0c05892
f-02c8-4ef2-8bb6-87a96c78b90f-articleLarge.jpg?quality=75&auto=webp&disable=upscale.
Accessed 2 Mar 2020.