For the launch of Mexican football team Club América
's new jersey one of the club's sponsors, Nike, worked with JWT Mexico
to created a campaign called 'Yo hago al América
' (I make America), encouraging fans of the team to 'sew' the new jersey through their own voice.
Every tweet sent by fans using the hashtag #YoHagoalAmérica
created one new stitch for the jersey. In the run up to the shirt being launched on 16 July more than 15,000 fans left their own stitch.
A microsite for the campaign contains an interactive film, giving the viewer the impression they are travelling with the players in a bus while it rides towards the Azteca stadium, getting their jersey autographed and walking towards the field as if you were part of the team. The film ends with soccer player Aquivaldo Mosquera telling the viewer: 'This jersey was made by you; now I will defend it with my life.'
Site visitors can then click on individual players to learn different things about the team and the jersey, offering the chance to start following players on Twitter and buy the jersey online.Contagious Insight
Although we've seen a lot of 'tweet our hashtag to make something happen' campaigns, Nike's effort seems to be grounded in a more human truth than most, tapping into the high level of fanaticism soccer teams can generate in Latin America. Getting the fans involved in the creation of a new jersey for their team not only deepens that feeling of ownership but, more importantly, is a cunning way of getting people to publicise its launch and maximising Nike's existing sponsorship. yohagoalamerica.com