Nike 50th Anniversary Campaign: Using AI to Create 130.000 Tennis Matches
Nike Serves up some creativity with its 50th anniversary campaign, using AI to create tennis matches between 1999 and 2017 Serena Williams
Challengers, the latest date-night movie, has arrived on such a wave of hype, that tennis has possibly never been so sexy…
Challengers stars Zendaya as ‘Tashi’, a professional tennis player-turned-coach who becomes the focus of a love triangle between two friends and sporting rivals, played by Mike Faist and Josh O’Connor. Though the characters were not inspired by any real tennis players, the inspiration for the film came from the creator’s fascination with the tennis match between Williams and Osaka at the 2018 US Open – which, incidentally, isn’t the first time that Serena’s past matches have served up creative inspiration.
When Nike celebrated its 50th anniversary, the global sports brand served up an AI-led campaign, also taking inspiration from Serena’s past US Open matches, using technology in a truly imaginative way, to create 130,000 tennis matches between Serena Williams from 1999 and Serena Williams from 2017.
Nike’s campaign was not only a captivating way to celebrate its birthday and the legendary tennis star's evolution over time, but also demonstrates the potential of AI for fostering creativity and engaging audiences in new ways.
Three Ways Nike's AI Campaign Was Innovative:
1. The brand created a one-of-a-kind iconic showdown, with wide appeal:
By pitting the legendary Serena Williams from 1999 against her 2017 counterpart, Nike crafted an iconic showdown that fans couldn’t have even dreamed of seeing. The ability to simulate matches between past and present versions of the same player is a unique, innovative use of AI that captures the imagination and sparks conversation – whether you’re a Nike fan or a tennis enthusiast and beyond.
2. Nike’s detailed simulation made the campaign authentic and engaging:
Nike's AI technology used advanced data analysis and simulation techniques to recreate the playing style and strategies of Serena Williams at different stages of her career. This allowed fans to experience a hyper-realistic series of matches that demonstrate the growth and development of one of the greatest tennis players of all time.
3. The campaign fostered emotional connection:
By bringing together different eras of Serena Williams' career, Nike's AI activation taps into the nostalgia and emotional connection fans have with the player. This innovative approach to storytelling through technology creates a deeper and more personal engagement with the brand and its offerings.
Just Do It…
The good news is that you don’t need to be one of the biggest brands in the world to use AI creatively for your campaigns. Any small business can take inspiration from Nike and use AI for creative activations with these three ideas:
1. Create nostalgic campaigns:
Just as Nike celebrated Serena Williams' legacy, small businesses can use AI to tap into customers' nostalgia. For example, a local coffee shop could use AI to picture a day in the life of its founders in the early days of the business, sharing stories and milestones that resonate with customers and create a sense of connection.
2. Create interactive customer experiences:
AI offers opportunities for small businesses to create interactive and engaging experiences for customers. For instance, you could use AI-powered chatbots to guide guests through the services you offer on your website, sharing options and facts tailored to their interests.
3. Create timely promotions and activations:
Though Nike's campaign launched a couple of years before the release of "Challengers," any small businesses can align their promotions with current events, seasonal hooks, trends – or even new movies - that resonate with their target audience and fits perfectly with your brand's narrative.
A small bookstore, for example, could create AI-generated book recommendations based on new film releases, helping customers find books that match the themes and characters they enjoyed in the movie.
Nike's 50th anniversary AI campaign which created 130,000 tennis matches between Serena Williams from 1999 and 2017 showcases the power of technology to innovate and engage audiences. Small businesses can draw inspiration from this creative approach by using AI to craft their own memorable campaigns and activations that connect with their audience in new and exciting ways.
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