ProCombat Rivalry Customization Tour
Best Vehicle-Based Experiential Campaign
Agency: MTKG INC
Campaign: ProCombat Rivalry Customization Tour
Client: Nike
NIKE is a leading producer of athletic performance apparel and footwear to college football with its ProCombat line. In 2010, NIKE wanted to roll out exclusive ProCombat uniforms for 10 college football teams and was looking for a program that would connect each school’s fans and consumers in an authentic and engaging way on their campus.
The ProCombat Rivalry Tour was created to drive enthusiasm for the new uniforms and generate fan excitement through a mobile program at three key college football-rivalry games: Pitt vs. West Virginia, Ohio State vs. Michigan and Oregon vs. Oregon State.
First, two 20-foot mobile shipping containers were specially designed and fabricated to draw a lot of attention. Inside, four touch-screens allowed fans to create their own apparel by dragging and dropping classic and custom-made rivalry logos onto their choice of three apparel options. Once they chose their logos and garments, their designs were heat pressed on site so they could carry their new rivalry apparel with them and show it to their friends.
The second part of the ProCombat Rivalry experience centered around a sports desk, where fans could give their own commentary on famous games. While waiting in line to customize their apparel, they were given an iPad loaded with famous highlights from their featured team’s storied history. After choosing a clip, they could get behind the desk and provide their own commentary. Each fan then received an email directing them to a video of their commentary, which they could download and share with friends through social media.
The buzz and excitement for the ProCombat Rivalry event was so strong that Nike added an additional event at the last minute – Oregon vs. Auburn in the BCS Championship Game in Arizona.
Overall, the event generated 100,000 impressions. More than 1,000 logos were used; 20,000 rivalry posters were distributed and 168 sports-desk videos were produced.
