INSIGHT

Cricket in India is more than a sport, it's a way of life with a religious following. So with the 2011 cricket world cup being played there, the whole Indian nation is frenzied with anticipation. How then could we create a campaign that would ride on this fevering spirit to allow all cricket crazy fans to show they stand firmly behind the men in blue?

IDEA

Bleed Blue, a digital campaign that integrated facebook, youtube and mobile enabling all cricket fanatic Indians to show solidarity and passion for the game they love. Blue was pivotal in our campaign as it is the color of the Nike Indian cricket jersey and the color of the nation.

INNOVATION

Digitally, users were able to generate their own unique handprint through facebook connect, either by mobile or visiting nikecricket.in. Information from the users' facebook page, including photos, wall posts and other sharable information was used to generate a unique handprint that will register as the user's support for the national team. On our site, users were offered interactive product experiences where they were able to explore the new Nike Cricket kit in full 360 degrees, view videos of new gear and even brush up on their knowledge of Indian cricket history.

IMPACT

Not only did the campaign grab the attention of millions of cricket loving fans, but also reached outstanding numbers using only the power of social media, earned media and by being part of the conversations of the nation. Our facebook fanpage gathered over 900 thousand followers with currently more than 9 million handprints generated. Proving that together with Nike, millions proudly bleed blue.

WEBSITE

View Screenshots>>

FACEBOOK PAGE

View>>

FACEBOOK APP

View>>

OFFLINE HANDPRINTS

View>>

NEW TEAM KIT

View>>