This document outlines Nike's social media strategy for releasing a limited edition "Back to the Future Part II" themed sneaker in 2011 to benefit the Michael J. Fox Foundation for Parkinson's Research. The strategy involved setting the objective of fundraising and driving engagement. It focused on developing a coordinated social media presence across owned, paid, earned, borrowed and owned channels including YouTube videos, a press event, blogger outreach, social sharing and an eBay auction. The campaign was successful in generating buzz and fundraising for Parkinson's research.

1. Tweeting today? use
#nmalive

2. @ headstream #nmalive
Set the right
1 objective
Develop a social
2 strategy
Focus on
3 content

3. Set the right
1 objective
@ headstream #nmalive
• Foster conversation
• Drive engagement
• Encourage advocacy and convert opponents
• Facilitate support and self service
• Encourage feedback and idea generation

4. Develop a social
2 strategy
@ headstream #nmalive
• Clear purpose
• Understanding of influence
• Right brand outposts and engagement
• People guidance
• Knowledge transfer

5. Focus on
3 content
1989 - Back to the Future II makes an unknown Nike shoe an instant cult classic

6. 100% of the money raised is
•
going to the Michael J Fox
1989 - Back to the Future II makes an unknown Nike shoe an instant cult classic
Foundation
• Nike auction 1,500 Shoes on
ebay
• Targets three core communities
- Back to the Future fans, sneaker
fans and Parkinson’s Disease
campaigners
• Heavy online campaign with little
offline
• Pushed by bloggers and through
social media
• Message is coherent across all
outposts and build into key
values of Nike
• Sergey Brin and Anne Wojcicki
have promised to match up to
$50 million

7. 2005
Online petition from fans to get
Nike to make the shoe begins

8. 2005
Tinker Hatfield (creator of the
original shoe used in the film)
and Tiffany Beers begin
recreating the Nike MAG shoe
after seeing the online petition

9. 2005 to 2010
Nike tease the idea of a Back to
the Future II shoe with fans
through special edition shoes
and partnerships

10. 25 August 2010
Tinker Hatfield and Tiffany Beers on
behalf of Nike file for a patent of a
suspicious looking shoe with
powerlaces technology and lighting

11. 6 September 2011
An unbranded YouTube account called
DocEmmettBrown88 uploads a 46 second video
entitled McFly’s Closet to YouTube
Since 13 September: 2,433,588 views
http://youtu.be/PZ6SkdkXjAQ

12. 6 September 2011
Nike distributes a special package to shoe enthusiast blog
site, Nice Kicks, and flies them out to LA for a special
It’s About Time event
http://www.nicekicks.com/2011/09/nike-air-mag-officially-unveiled/

13. 8 September 2011
Full unveil of the shoe and campaign at the “It’s About
Time” event in LA where Tinker Hatfield and the CEO of
Nike, Mark Parker, talked about the shoe, its history and
the link up with Michael J Fox’s foundation alongside how
people can donate to the foundation and bid on the 1,500
http://www.nicekicks.com/2011/09/nike-air-mag-officially-unveiled/

14. 8 September 2011
Two new ads unveiled plus a message from Michael J Fox
pairs available through ebay
1,454,279 views http://youtu.be/3yiSdjwi_bg
948,449 views http://youtu.be/eYMyEqRb2cw
990,498 views http://youtu.be/eihSPj9lSMw

15. 8 September 2011
All brand outposts go live

16. 8 September 2011
Michael J Fox appears on Letterman in the US to speak
about the campaign and the limited edition shoes

17. 8 September 2011
Selected Nike stores given mini replica shoes and badges
for customers to buy, 100% of money going to campaign

19. 3 PONBE
@ headstream #nmalive
• Paid: They aren’t paying for ad space
• Owned: Website and campaign content (videos)
• Networked: Blogger outreach, press event
• Borrowed: Facebook, Twitter, YouTube, eBay
• Earned: Blog posts, news sites/mainstream news
picking it up and online social communication and
sharing