David Orr, Benjamin Pierce, Danny Holmes
Brand Project #3
Nike
Different ways they
believe in: As Nike shied away from actually saying what Colin Kaepernick was involved
with at the time, people that wear Nike know the situation. They then put into
perspective believing in your dreams in the ad to really capture the reasoning
why Kaepernick did what he did.
Stores express what they believe in: By taking a subject
matter and put it into their marketing strategy. It can be a risky move to do,
but with all the followers Nike has it made a huge impact on the brand.
Social Icons How they
promote it: Colin Kaepernick was the face of the new Just Do It ad. With his
own problems that he had faced in the NFL this was one way to promote Nike
sports brand about having big dreams. That’s the whole point of having dreams
“to believe in something if it means sacrificing everything” “Don’t ask if your
dreams are crazy ask if there crazy enough”
Earned Media-
.Taking an opinion
with the Colin Kaepernick ad
.They took a chance
with a touchy subject and incorporated that with their marketing.
.As people either
hate or love what Kaepernick done with the protest Nike took that into their
own hands and their stock went up.
Shared Media-
Facebook: Markets the Nike Life Style with players accomplishments.
https://www.facebook.com/nike
Instagram: Nikes most used social media
account. Sports players wearing Nike with an accomplishment. Also they have a
small selection of new products. Main point of promoting the Nike lifestyle. https://www.instagram.com/nike/?hl=en
Twitter: The same thing that Instagram/Facebook
promotes which is accomplishments that happen in Nike sportswear. https://twitter.com/Nike
Owned Media-
Nike.com: Where you
can find all Nike products such as shoes, sweatshirts, sweatpants, t-shirts,
socks, jerseys, cleats.
.Magazines
Paid Media-
.Require resources/Colin
Kaepernick ad
.Emotional responses
from the audience
.Paid promotions
using social media
Earned Media: The I believe advertisement is attempting to emit an emotional response that revolves around motivation, expectations, and commitment. Those three factors are present with LeBron James and his basketball career is a great example of success and achievement. The main point is to believe in oneself, even when the expectations are too high or the doubts are overwhelming. The advertisement is controversial because LeBron has been criticized for being too egotistical before, but not nearly as much as a public relations risk as Colin Kaepernick. Lastly, the advertisement uses the same “It’s only crazy until you do it” phrase as the “Dream Crazy” Kaepernick commercial.
Owned Media Strategy
- LeBron James: I Believe advertisement https://www.youtube.com/watch?v=XMggxvn-6QU
Social Icons: LeBron James is one of the most popular, successful, and recognizable athletes in the world.
He has been for the last decade and a half ever since Sports Illustrated named him the Chosen One.
Nike signed a lifetime deal with LeBron in 2015 and have always been the main partner
since his days as a teenage rising star.
Presently, LeBron has grown and promoted himself as more than just an athlete.
As he has taken part in social activist movements,
(as has Colin Kaepernick but in a different way) taken political stances,
and donated his own resources to the less fortunate through philanthropy.
He has been for the last decade and a half ever since Sports Illustrated named him the Chosen One.
Nike signed a lifetime deal with LeBron in 2015 and have always been the main partner
since his days as a teenage rising star.
Presently, LeBron has grown and promoted himself as more than just an athlete.
As he has taken part in social activist movements,
(as has Colin Kaepernick but in a different way) taken political stances,
and donated his own resources to the less fortunate through philanthropy.
Paid Media: Copyright resources are necessary for LeBron James advertisement.
Nike also uses athletes they are partnered with to promote the company on
their own social media as well as the company’s.
Using LeBron as an example, he can promote Nike in the simplest of ways by posting photos
of different Nike sneakers he wears each game on his Instagram.
Nike also uses athletes they are partnered with to promote the company on
their own social media as well as the company’s.
Using LeBron as an example, he can promote Nike in the simplest of ways by posting photos
of different Nike sneakers he wears each game on his Instagram.
Earned Media: The I believe advertisement is attempting to emit an emotional response that revolves around motivation, expectations, and commitment. Those three factors are present with LeBron James and his basketball career is a great example of success and achievement. The main point is to believe in oneself, even when the expectations are too high or the doubts are overwhelming. The advertisement is controversial because LeBron has been criticized for being too egotistical before, but not nearly as much as a public relations risk as Colin Kaepernick. Lastly, the advertisement uses the same “It’s only crazy until you do it” phrase as the “Dream Crazy” Kaepernick commercial.
Colin Kaepernick - Using his message to motivate and become activists
The breakdown
Owned Media (Nike)
[Anything under the companies’ direct control such as websites, newsletters, catalogs, and blogs.
Social media is not owned media.
LinkedIn and Twitter don’t allow brands to access their data. Facebook charges brands to gain access.
Social media = rented
Owned Media Strategy
Nike +
Running community
Benefits they offer: Motivation, run faster, gain confidence
“Learn the benefits of group training”
No comments:
Post a Comment