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Nike Sportswear - Clutch the Truck

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In 2012 Nike enlisted our team to develop and execute a hyper-local strategy to support the global Always:On campaign. We conceived and rolled out an execution plan for Clutch The Truck – a digitally tricked out four-wheeler built by athletes, for athletes, who from January through June toured Toronto shinny rinks then basketball courts during the NBA Playoffs, turning regular pickup games into epic events.

Part machine, all attitude, digital and traditional media generated awareness for Clutch, where he’d be and what he’d be doing. Music, swag, Nike athletes and product trials were part of his event experiences. Partnering with Toronto graffiti artists, we released a series of exclusive graphics and icons for on-site product customization. But more than your ordinary event truck, we gave him a personality, voice, story and the digital channels to share them.

Social media is where his headlights shone brightest. His Twitter and Tumblr channels amplified the stories and actions of Nike and Toronto athletes through #ClutchMoments. He engaged with consumers daily in real-time, connecting digital and physical experiences through content focused on his view on sports, where he was, where he was headed next, what was happening in Toronto, traffic and weather reports, giveaways, Nike product and athletes you’d find with him.

Building a loyal digital following, generating engagement up to 27% of his audience on a daily basis, lead to demand for him to show up at rinks and courts all around the GTA and across Canada. Between the events, digital content, organic reach, paid and earned media Clutch generated over 6.5 million Toronto-based impressions.

What We Did:
  • analytics
  • community management
  • content
  • creative
  • strategy