Distrubution And Promotion

The Nike #Makeitcount campaign  has been promoted in various different ways, including physical Out Of Home media for example billboards, bus shelters and on-premise signs. As well as integrating other forms of media for the maximum reach and awareness of the campaign. These include Tv advertising, internet and social media advertising and print based adverts in Magazines.

Nike have distributed these adverts in publications such as ProDirect Soccer's bi annual magazine. Consisting of a one page spread that integrates the cross media aspect of the campaign.  As well as 'Mens Fitness' magazine. With these placements Nike are insuring that the effective reach of the campaign was maximized. Choosing publications that the readers will have a pre-determined interest in the subject area which means the percent composition also be maximised. They can insure that they are getting the best possible demographic of people to see the advertising which makes it much more cost efficient. The reach of the advertising in these 2 magazines would be national. Nike has made market specific advertisements which include successful UK athletes to be in these sports publications because they have predominantly UK based readers.
The campaign as a whole has an international reach but aside from the UK the USA market is the other main target with adverts developed specifically for the US audience featuring famous American athletes. These print adverts featured in magazines including Sporting News, ESPN and Sports Illustrated.
 Although i couldn't find the exact price that that these publications charged for the nike adverts i have found similar advert campaigns that obtained full page adverts in national magazines $100,000. Different magazines will vary in how much they charge for adverts depending on the size, a larger advert will cost more than a smaller one because the impact is greater also colour is taken into consideration due to printing costs. The Nike advert will be minimum printing costs of an advert that size because it is mainly black and white. Also considered is the popularity of the magazine. Magazine owners will be aware if their magazine is very well selling and are able to charge more because their pages are in demand from advertisers. Also different persitions in an a publication will determine price, a full page advert on the inside front cover, the first page or the back cover would vary from regular inside pages, estimated to cost around $20,000 more for the inside cover, front page or back cover. Simply, the higher the reach of the advert the more magazines will charge and the more companies are willing to pay

Examples of print adverts

The campaign has also been promoted on outdoor advertising sites, creating another aspect to the campaign with 'Out Of Home' media. By doing this Nike have been able to increase the reach of their advertisments. They have done this by creating Billboard, bus shelter and in store advertising. The adverts, whether it be billboards, posters or outdoor screenings are strategicly postioned to give the maximum commercial audience for the campaign. This requires charting of the advert which means t maximising the effective reach of the advertisement by planning the location and scheduling of each individual unit of advertising. other things are also taken into consideration when planning advertising. Core Based Statistical Areas (CBSA) are chosen by advertising companies  so they can target a substantial population core of an area that is usually metropolitan  which includes communities with an appropiate social and economic similarities with the core of population. This means nike can choose locations that are best suited for the demographic they are targeting. #makeitcount billboards have been placed in central areas of London for example at the centre of a junction which, because of cars coming from a number of directions, a very large range of approach and be achieved. This is increased by the the size of the advertisement. An example is a 14' 48' Nike billboard in central London that can easily been seen 100 feet away. Also the the dwell time for an ad placement like this is long because of cars waiting in traffic. The  large, high reaching billboards i have found would probably be £600 a week and the bus shelter adverts around £250 per week. These are higher than an average rate because the advertisements i found where in London, which is a metropolitan city and prices forlarge amounts for advertising

Nike Billboard in cerntral London

Shopping centre poster board 

Nike used cross media advertising which included social media. The #makeitcount campaign started for the 2012 Olympics. Of which adidas were the sponsor. Nike's response was a huge social media campaign incorporating the #makeitcount hashtag. including endorsements from athletes such as Wayne Rooney on Twitter. "reports showed that more than 16,000 tweets associated the word Nike with the word Olympic compared to 9,295 for Adidas. Furthermore, Nike attracted 166,718 new facebook fans versus Adidas’s meer 80,761." Swell as this online video sharing platforms where also used to increase the reach of the adverts. These were a series of videos of well known athletes stating how they will "makeitcount" in 2012. These have a reach of a predominantly young persons audience. Which extends the reach past some of the magazine publications because it is free to watch the videos so the audience is likely to be much wider. Also this is relatively cheap advertising for the company.

Wayne Rooneys promotional tweet sponsored by Nike. Although this was later taken down because of the ASA's ruling that it wasn't clearly advertising 

#makeitcount promoted by nike during the 2012 olympics