While many advertisers were shelling out millions of dollars for TV slots on the Super Bowl broadcast last Sunday, Nike was on the ground in San Francisco getting much more up close and personal with some of its biggest fans.
The sports marketer, with help from R/GA, sent three Nike-branded luxury sports cars into the streets and got several NFL stars—including Rookie of the Year Todd Gurley and Pro Bowlers Latavius Murray and Chris Ivory—to surprise Nike+ members with epic product drops.
How epic? How about a signed pair of Vapor Untouchable 2 cleats in a golden box? (They are Nike's lightest and most adaptive football cleats to date.) And on top of that, how about an exclusive, limited-edition pair of Air Force 1 Precious Metal sneakers?
Check out the video. The reaction on the recipients' faces says it all.
Creative Director: Ty Johnson
Executive Creative Director: Sammi Needham
Art Director: Roberto Salas
Design Director: Rasmus Wangelin
Creative Director Experience Design: Xavier Gallego
Experience Designer: Gonzalo Fiorina
Experience Designer: Sam Brewton
Strategy Lead: Donny Jensen
Senior Strategist: Jake Lemkowitz
Storyboard Artist: Steven Conaway
Senior Designer: Andy Wong
Copywriter: Anthony Roberts
Producer: Beckley Mason
Senior Producer: Kira Doyle
Associate Producer: Jessica Clinton
Executive Producer: Guy Helson
Sr. Editor: Kyle Graffam
Editor: Charlie Porter
Motion Graphics: Garett Johnston
Sound Design: Michael Feuser
Color: Shawn King
Business Affairs: Mairead Murray
Erica Jensen, Director, Content Production R/GA
Production Co: Brain Farm
Director: Sinuhe Xavier
Producer: Clint Cowen
DP: Nic Restrepo
Design and fabrication: tomerbengal