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.
— Pilot Jones !(@KidFrom_America) July 29, 2012
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.