NIKE, POLYDOR / ELLIE RUNS
30 March 2010
Nike partners singer songwriter Ellie Goulding on fan-based initiative
- Brand
- Nike
- Media Type
- Ambient / Guerrilla
- Social Media
- Product Category
- Music
- Sportswear
- Country
- UK
- Source
- News
- Agency
- AKQA / London
- Production Company
- AKQA / London
- Tags
- Ellie Goulding
- Singer-songwriter
- tour
- Nike Running
- runs
- events
- collaboration
- partnership
- Polydor
- fans
- social media
Singer songwriters appear to be in demand right now. In the US, Hertz has teamed up with American artist Amy Regan as part of the car hire company's integrated campaign, Journey On. Regan's song, Carry On, is used as a soundtrack to an ad in which she stars. The spot shows Regan getting to her show on time... but only with help from Hertz. DDB New York apparently pursued Regan after one of the agency's art directors saw her perform in New York City.
In the UK, Polydor, the record label representing songstress Ellie Goulding, has partnered Nike Running to organise runs for the up-and-coming artist. Goulding, a keen runner, is now training alongside her fans in the cities where she's currently touring.
Goulding and 10 of her fans have already run around Birmingham and Liverpool; next she'll be in Manchester, Leeds, Newcastle, Glasgow and London. Watch footage of the Liverpool run, which took place on Sunday 28 March, by clicking above.
Following each run, Goulding hits Twitter and Facebook to thank her fans for running with her. Fans, in turn, upload photos of themselves running with 'Ellie Runs' T-shirts - complete with Nike swoosh on the front and UK tour dates on the reverse.
Nike's digital agency, AKQA London, is filming the runs to upload video footage of each one on a bespoke site and also on social media platforms.
Aaron Bogucki, senior digital campaign manager at Polydor in London, comments: 'We are trying to turn the content around as quickly, and are focusing first and foremost on Facebook as that's where the conversation is.'
He adds: 'This is a partnership, not a sponsorship: no money has changed hands. We wanted to branch Ellie out of her normal fan base and leverage the Nike Running and Nike Plus communities.'
Both Regan's and Goulding's collaborations suggest that the idea of creating an ad and then scouting around for an appropriate soundtrack is increasingly outdated. There's a clear shift in approach with smart brands seeking more of a partnership from the start. For the artist, this enables them to enjoy the glamour of being a star while also being seen as a real person with normal concerns (keeping fit, broken down car).
What do you think of this approach? Please feel free to leave your comments.
www.ellieruns.com
In the UK, Polydor, the record label representing songstress Ellie Goulding, has partnered Nike Running to organise runs for the up-and-coming artist. Goulding, a keen runner, is now training alongside her fans in the cities where she's currently touring.
Goulding and 10 of her fans have already run around Birmingham and Liverpool; next she'll be in Manchester, Leeds, Newcastle, Glasgow and London. Watch footage of the Liverpool run, which took place on Sunday 28 March, by clicking above.
Following each run, Goulding hits Twitter and Facebook to thank her fans for running with her. Fans, in turn, upload photos of themselves running with 'Ellie Runs' T-shirts - complete with Nike swoosh on the front and UK tour dates on the reverse.
Nike's digital agency, AKQA London, is filming the runs to upload video footage of each one on a bespoke site and also on social media platforms.
Aaron Bogucki, senior digital campaign manager at Polydor in London, comments: 'We are trying to turn the content around as quickly, and are focusing first and foremost on Facebook as that's where the conversation is.'
He adds: 'This is a partnership, not a sponsorship: no money has changed hands. We wanted to branch Ellie out of her normal fan base and leverage the Nike Running and Nike Plus communities.'
Both Regan's and Goulding's collaborations suggest that the idea of creating an ad and then scouting around for an appropriate soundtrack is increasingly outdated. There's a clear shift in approach with smart brands seeking more of a partnership from the start. For the artist, this enables them to enjoy the glamour of being a star while also being seen as a real person with normal concerns (keeping fit, broken down car).
What do you think of this approach? Please feel free to leave your comments.
www.ellieruns.com
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