Nike Advertising - "Just Do It" (Fearless) also completed the first broadcast. The ad appeared in the first ad pause in the third quarter of the game and used up a full two-minute pause.
Event background: NFL national anthem main character beats LeBron James, Serena Williams, Beckham and other stars to board Nike Advertising C
Just a few days before the first broadcast, Nike had pre-warned the ad on social media in advance, and sparked heated discussions among American netizens. As the Nike "Just Do It" slogan 30th anniversary advertising campaign, and the "crazy dream" marketing project's flagship work, this ad is in this week's US Open tennis tournament, the American Major League Baseball and the American College Football League During the period, they will all be broadcast to the audience. At the same time, Nike will also spread the work on the Internet through music, games and other entertainment platforms.
This two-minute ad, invited LeBron James, Selena Williams, (small) Odell-Beckham and other sports superstars to talk about racial injustice, police violence, etc. Many social problems. These controversial incidents are the reason for the NFL players to protest during the national anthem.
Kapnik serves as a narration for the entire ad and appears in the middle of the ad. As the lens slowly approached Kapnik's face, an American flag gradually appeared on the facade of the building behind Capenique. In the advertisement, Kappenike said: "I believe in faith, even if I will lose everything." At the end of the advertisement, Nike also clearly marked the narration of Kapnik.
Event impact: Four protests, Nike network sales have risen sharply
Nike's move to play Kapnik as an advertiser has angered many of its loyal users. Many Nike merchandisers have uploaded images and videos of incineration and damage to Nike products through their social platforms. Related labels such as "Resist Nike" have also been on the hot list.
According to the statistics of 4C data, after the incident, the number of messages mentioning "Nike" or commenting on it increased by 1678 percentage points, and the amount of news about "Kappenic" increased explosively by 362,000. Percentage points.
In addition to the protests of individual users, many of Nike's big customers expressed dissatisfaction with the matter. According to CNN, the University of Ossex in Missouri made a decision that "the country is higher than the enterprise." In a statement, the college said: "Our school decided to stop using all sporting goods purchased from Nike. All products bearing the Nike logo will be replaced. In response to the company's latest advertising strategy, our school's Student athletes will no longer wear the brand's merchandise. "Osark College hopes to use this decision to show its attitude toward patriotism, the American flag and the American national anthem. They hope that all athletes and coaches will respect the American flag and the national anthem.
Nike’s share price was also negatively affected by the online media’s hot comment on Kapnik’s advertising, which fell by 3 percentage points at noon on Tuesday. However, just after the ad premiere on Thursday night, the incident has changed. On Friday, Nike’s share price rose by 1 percentage point.
Although it is widely believed that Nike's use of Kapnik's propaganda strategy will bring great negative effects to the company, the network sales of Nike products have shown a completely different trend. According to reliable statistics, during the three days of the US Labor Day weekend, Nike's network sales increased by 31%, almost double the sales growth rate in the same period last year. Therefore, the long-term impact of Nike's move still needs to wait for the test of time.
Key figures: Trump reprimanded Nike for his promotion concept
For Nike’s propaganda strategy, US President Donald Trump immediately showed his attitude. He severely criticized the sports giant and the NFL league on personal tweets. Trump wrote: "The NFL's ratings have fallen sharply, and Nike will follow suit. It will definitely be knocked down by the public's anger and protests."
In an interview with the media, Trump also repeatedly stressed: "Nike's decision to use Capenic as the main character of the advertisement is to pass 'bad message'."
On Friday, the United States, Trump also re-voiced this, strongly questioning Nike's promotion strategy. He wrote: "What is Nike thinking about?"
In-depth analysis: Nike's move meets the needs of the people
So, what is Nike thinking about? As a giant in the sports goods industry, why should Nike boldly use him as an advertising character while knowing that many Americans are disgusted with Capenik?
4C Chief Marketing Officer Aaron Goodman bluntly said that Nike’s move was intentional. Goodman said: "I can be sure that Nike must conduct an in-depth market research before making this decision. They know what kind of customer group they will attract and what kind of customer group they will lose. Nike's move is just to cater to Nike has already expected those potential customers, but for those who decided to abandon the purchase, but they don't care."
Studies have shown that more and more American consumers want brands to express their views on social hot issues. Nike’s move will greatly stimulate the interest of the younger generation in its products. At the same time, Nike's peers are also closely watching the development of the situation, and hope that through this bold advertising, grasp the accurate attitude of consumers on the positioning of the company.
Coincidentally, according to Fox Broadcasting (Fox), recently, Levi's, a well-known clothing brand, also expressed its attitude on the issue of gun control in the United States. The head of the company said that Levi's will be committed to combating gun violence and set up a $1 million fund for organizations that actively promote gun safety. For Nike and Levi's advertising strategy to start getting involved in social controversy, some marketing experts pointed out that although this measure will bring negative effects such as consumer dissatisfaction and stock price decline in the short term, in the long run, the two companies will benefit from it. A lot.
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