nike-riseabove3

Nike Hopes to #RiseAbove Twitter Clutter During US Basketball Game 2

  |  July 31, 2012   |  Comments

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.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...