Hashtag generated 400 tweets since Game 1.
As the USA basketball team takes the court tonight against Tunisia, Nike aims to harness excitement around the game through its #RiseAbove hashtag campaign, despite not being a sponsor for the 2012 London games. Since the first day of US Olympic basketball on July 29, there have been over 400 tweets containing the #RiseAbove hashtag, though it is difficult to determine how many of those tweets are actually directly related to the Nike campaign.
Nike's Jordan brand used a series of Promoted Tweets to touch base with an Olympic basketball audience in real time as the U.S. team was in action on the court. The U.S team - which includes NBA stars like Carmelo Anthony, Kobe Bryant and LeBron James - won decisively, 98-71, over France in their first Olympics 2012 game July 29.
Nike is also using Twitter to hype in-person appearances of its RiseAboveTruck, which apparently was en route to Orchard Beach in the Bronx, NY today. Michael Jordan helped raise awareness of the swag-laden truck.
Nike's #RiseAboveYouTube videos seem to be receiving the most attention. So far there are four YouTube videos touching the hearts of viewers. The most recent video called 'Jordan Presents #Riseabove Conditions" was posted on July 26 and highlights kids from tough Chicago areas enjoying the game of basketball. The video has garnered nearly 321,000 views since being posted.
The "Jordan Presents #Riseabove Isolation" video has received the most views at just under 472,000 since its release on July 17.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Daniel Mickens is a ClickZ editorial intern.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.