WE GAVE EVERYONE A CHANCE TO BE IN A NIKE SB SKATE VIDEO.
Nike SB was releasing its third and final video in the "SB Chronicles" series. The completion of the trilogy represented a landmark in Nike SB's history and was seen as the end of an era. They wanted a way to look back at this history while also promoting the final video, SB Chronicles 3. Oh, and to drive membership to Nike through sign-ups to the Nike SB App.
Our idea, ReChronicled, is a campaign to get skateboarders around the world involved to recreate some of the pinnacle tricks from SB Chronicles 1 and 2. We used the (R/GA developed) Nike SB App to allow skaters to connect with the brand, film their tricks, and submit their clips. The top tricks were picked after six weekly rounds of submissions, and the chosen submissions were edited together for a short ReChronicled video.
This video was the first time any company has created a skate video strictly from UGC, giving everyone a shot at being in an official Nike Skateboarding video. The video was shown directly before all of the physical SB Chronicles 3 premieres, and online. Engagement was through the roof, and the stagnant SB App was flooded with new members and increased activity from existing ones.
Role: Creative Direction
Client: Nike SB
To amplify the program, we had the Nike SB team issue their own personal challenges through social media, and personally comment on users submissions.We also partnered with different skate media outlets, such as Thrasher Magazine, Hellaclips, and the world largest skateboarding website The Berrics, to issue specific and thematic challenges featuring Nike Pros.
For experiential activations we held a series of "Filming Sessions" around the world, hosted by a local SB team rider. This proved and easy and efficient way to activate the geos and drive participation.
THE RECHRONICLED VIDEO
After a month-long round of submissions, the chosen clips were edited together by the same team who did the SB Team videos. As SB Chronicles 3 premiered, ReChronicled played directly before it. This video was the first time any skate company crowd-sourced clips, and drive Nike membership through the App by an increase of 40% during the time of the campaign.