Promoted Tweets — Blog

Nike is so good: - terrific Facebook campaign during the NBA Playoffs

- smart experimentation on Twitter with Promoted Tweets

- innovative personalized shopping engine (which now includes licensed products)

- and that doesn't include Nike+ and their terrific / innovative integrations with Path, Facebook and Twitter

Here is yet another great campaign by Nike. In an effort to promote Nike+ ("the future of sport"), Nike took to Facebook and highlighted a barrage of athletes training and collecting data via Nike+ and/or Nike Fuel. Like most of Nike's social work, it's very visual, fun and unique. It is also on brand and tapping into the personal data / gamification theme. Notably, this was also released the day of the NBA Draft - which is driven by similar data analysis.... and many of those athletes will soon be sponsored by Nike.

On Facebook, Nike does a great job of clustering photos into albums - whereas many brands / pages, highlight individual photos.

As you can tell from the screenshot's time stamp (June 8), this one has been sitting in my blog queue for quite some time. It's still worth posting though!

Here is a screenshot from a Promoted Tweet by Nike San Francisco. It's notable beyond the interesting fact that 1) Nike has a geographically driven social campaing (@NikeSF), and 2) they use these accounts to handle local customer service and promote national campaigns (interesting mix) With regard to Twitter... and more importantly... this is a great example of the power of a Promoted Tweet: - hyper targeted (in this case, local) - drives awareness and social activity: follows, replies, retweets, etc - but most importantly, its bigger than just Twitter actions (ie followers and retweets): YouTube is integrated directly and eventually this could be a registration form or purchase widget, etc.

That last point is quite powerful because advertisers do not have to value the campaign purely by Twitter-activity. That will (and should) be included - but it's potential is far bigger.