In the Wake of Nike’s ‘Dream Crazy’ Cannes Win, a Look at the Campaign’s TV Strategy

Data Dose June 17, 2019

In the Wake of Nike’s ‘Dream Crazy’ Cannes Win, a Look at the Campaign’s TV Strategy

On Monday, Nike snagged one of the first Grand Prix wins at the 2019 Cannes Lions Festival of Creativity, earning the accolade for its outdoor billboard featuring Colin Kaepernick, created by Wieden & Kennedy Portland. But the billboard was only one part of an integrated campaign featuring Kaepernick. We partnered with iSpot.tv, the TV ad measurement and attribution company, to see how its accompanying TV spot fared.

The commercial aired nationally from Sept. 6 through Oct. 14, 2018, generating 134.9 million TV ad impressions with an estimated spend of $5.2 million.

What’s especially impressive is the viewer attention it garnered: With an iSpot Attention Index of 160, it was interrupted 60% less than other spots in Nike’s competitive space, and was interrupted 32% less than other Nike spots in that time period (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Photo by Juan Salamanca from Pexels

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