Magazine article Marketing

Viral Hit or Miss?: EURO 2012 Special

Magazine article Marketing

Viral Hit or Miss?: EURO 2012 Special

Article excerpt

Social video expert Unruly evaluates the latest Nike viral campaign

Nike: Mario Balotelli and the Nike Barbershop

'Nike Barbershop,' starring hotheaded Manchester City striker Mario Balotelli, really is a cut above a lot of social-media video campaigns we have seen this year.

The spot, which features the Italy player trying out several legendary football hairdos before finally settling on his famous Mohican style, has gained traction on social media since it was released, and with good reason.

It helps that it stars a footballer who generates headlines for his actions both on and off the field. It is also funny - a key sharing trigger - and dips into football's past, thus appealing directly to football fans' sense of nostalgia and passion for the game.

Just like its Nike predecessor 'My time is now', this clip scores highly because it is interactive. The campaign allows viewers to apply footballers' crazy hairstyles to a photo of themselves and share the results with friends and followers online.

8 OUT OF 10

ONES TO WATCH - In association with UNRULY


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