Nike and Youth Noise partnered up with the vision of bringing a whole new meaning to the term 'Be a good sport'. Nike and Youth Noise turned to Brickfish to create a program that would portray sports as an activity that catalyzes personal and social change.
Brickfish launched the What Do You Play For campaign which invited participants to share how they use sports to make a difference in their lives, their communities or even the world. Consumers could submit original photos and descriptions explaining how they used sports to make a difference in their lives, with cash and scholarship prizes available to win.
Emails were sent to the Brickfish database of 300,000 individuals.
PR outreach was made through a variety of youth, parenting and scholarship blog.
The campaign was featured on various scholarship sites and channels.
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