Nike Pledge” by Wieden+Kennedy and AKQA, is an inspirational campaign that features shoppers at Nike’s Westfield Stratford City Store alongside their sports related “pledges” for 2012. The live, dynamic UGC campaign runs on CBS Outdoor’s LCD screens across the Westfield Stratford City mall for two weeks from 5th January 2012.
Each time a shopper shares their sports based New Year’s resolution, the on-site Nike team photographs the participant and uploads their image and “pledge” in real-time via Grand Visual’s OpenLoop platform. Moments later the participant see’s themselves on-screen creating a real buzz around the Nike store and amongst other shoppers keen to star in their own advert.
The UGC activity is part of a broader campaign spanning Outdoor, On line and Press. Media was planned by Mediacom and booked by Kinetic.