Argentine Soccer Star Deletes His 92,000 Twitter Followers for Nike Campaign

Playing every game like it's his first

Here's a nice little Twitter activation from Nike and BBDO Argentina. The marketer had Burrito "The Mule" Martinez, star forward for the Boca Juniors soccer team, wipe out all of his 92,000 Twitter followers and start over from zero with the goal of regaining all the followers he erased. "Today I erased my 92,112 followers with the idea of winning them back by playing every match as if it were my first," he wrote in his first message back. (He's back up to 32,000 followers or so—so people apparently aren't too annoyed at having to re-follow him.) The stunt also ties in thematically with Nike's recent TV spot "Baptism" (below) in which veteran Boca Juniors players shave their heads—a ritual usually reserved only for rookies—to demonstrate their ongoing allegiance to the club.