Nike has taken the competition of the NBA Playoffs to another level by adding a social media data visualization tool to complement their social media initiative. With this new tool it can show which players and teams got the most tweets per hour.
During the Playoff series, Nike turned its Nike Basketball webpage over to a data application called Epic that then was able to calculate which Nike sponsored player was getting the most tweets per hour and how the competitors ranked up. The app also measures which teams were getting the most tweets per hour, a statistic in which the Mavericks conquered the Miami Heat.
Matt Halfhill, founder and publisher of sneaker blog Nice Kicks, says Nike is way ahead of its competitors with Epic. “I think the new way to enjoy a game is to have your TV on and have your iPhone or smartphone in your hand,” Halfhill says. “You no longer have to have a meetup of 20 people. I watch a game and I’m interacting with thousands of people.”
Nike partnered with digital agency R/GA on the execution of this program, which began at the start of the NBA Playoffs. Nike also implemented a nice feature for consumers visiting the website in which a consumer can click through shoes to find out what each player was wearing. This was an excellent option for Nike as there were links with the shoes to take you to a site where you can purchase the shoes.
With companies continually stepping up their game in regards to social media, it definitely shows a shift in how brands are choosing to connect with their consumers. More and more companies are realizing the value of being able to connect with your fans and interact with them on a personal level.