Ten aspiring Aussie footballers this week earned the ultimate pitch side seats at the Socceroo’s V Japan World Cup Qualifier at Suncorp Stadium, Brisbane, Australia. The interactive promotion titled ‘Force Your Way In’ formed a part of Nike’s global football campaign ‘My Time Is Now,’ and saw ten lucky football fans earn their seats by competing in four football challenges before entering the stadium.
The four challenges, all based on skill, were scaled versions of the Nike Football Elite Training Drills –which were shared as part of the content and tools to ‘make you a better footballer’ on the Nike Football Australia Facebook page. These included:
- Mercurial: Explosive Speed, which tested movement and speed on the ball;
- Tempo: Masterful Class, which asked players to demonstrate passing accuracy;
- T90: Deadly Strike, which tested shooting accuracy;
- And, CTR360: Complete Control, a fast paced passing drill that replicated real movements from the professional game.
The ‘Force Your Way In’ challenges were released on the Nike Football Australia Facebook page on June 5, one week prior to the event – allowing footballers the opportunity to brush up on the skills and practise before competing. For each challenge participants scored points to arrive at a final score – these final scores decided which ten lucky footballers were selected to force their way into the ground and take a pitch side seat.
Limelight Sports were responsible for liaising with Suncorp Stadium to ensure all elements of the promotion were feasible, all production and logistics including scaling back concepts to work within the promotional space – without compromising the participant experience, and branding and scoring.
Limelight Sports was also involved in the promotional concept development, and were behind the recommendation to base the four challenges for the ‘My Time Is Now’ promotion on scaled back versions of the Nike Football Elite Training Drills, in order to integrate the promotion into the activity on the Nike Football Australia Facebook page.