Nike uses social media campaign to launch new boot

PushON | May 31st 2013

Global sportswear giant Nike launched its new flagship football boot amid a big budget social media campaign this week. The company is using its online presence in an effort to create excitement before the Confederations Cup takes place in Brazil this summer.

Nike used both Twitter and Facebook to roll the new boot out, which has been named Hypervenom, alongside imagery of main its brand representatives, including Wayne Rooney and Robert Lewandowski. The players were sent the products and asked to open them on the launch day. Neymar, the Brazilian international, is leading the campaign.

The American firm started utilising the two major social media networks, as well as YouTube, at the start of May to run a series of product teasers. The next phase of the campaign will show the football stars using their new boots.

Nike’s digital marketing team has cleverly used the major social media networks to create excitement and is pushing the #Hypervenom hashtag at every opportunity. Whether it will trend is yet to be seen.

With clever advertising slogans and superstar representatives, Nike has firmly laid the gauntlet down; and with Puma and Adidas yet to make a significant push to promote their new ranges of boots, it seems the famous ‘swoosh’ is already winning the social media contest.

Nike’s advert claims ‘the game has changed’, and in terms of online marketing, the company certainly knows how to play the game. An effective social media marketing campaign is essential for brands seeking to rise above the competition online.