Nike + Youth Noise What Do You Play For?

Objective
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.

Solution:
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.

Promotion:
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.