Nike / أوروبا / 2025الرقمي والتقنية · التواصل الاجتماعي

⁨Night Mode FC⁩.

⁨Nike Football hijacked Twitch streams at 8pm for a three-hour retro-horror broadcast in which streamers played a custom game, 'NIKE-MARE 98'.⁩

العلامة التجارية: Nike
الوكالة: Initiative UK
السوق: أوروبا
المنطقة: عالمي
السنة: 2025

التحدي

⁨Nike wanted 17 to 25-year-old footballers, who now spend late nights watching streams rather than TV, to engage with its 'Scary Good' football universe.⁩

الفكرة

⁨The broadcast ran in three acts: native formats in Twitch feeds that mimicked late-night channel surfing, a takeover of live streams at 8pm, and then streamers controlling 'NIKE-MARE 98', a game with five horror-themed worlds, each based on an athlete film. Viewers shaped what happened in real time.⁩

النتائج

⁨According to The Drum Awards entry, the stream drew 1.3 million unique viewers and 8.1 million minutes watched.⁩
⁨The entry reports 392,000 Nike emotes shared and a 25% uplift in Nike brand search.⁩

مصدر دراسة الحالة: The Drum Awards المصدر ↖