Nike’s new ad campaign ‘The Chosen’ brings attention to a host of sports fields the company has long neglected. Their campaign launch video features some slick skateboarding, BMX, surfing and snowboarding, all filmed in the dark of night.

What truly sets this campaign apart, though, is it’s heavy reliance on social media by the large corporation. The campaign launch video (shown below) premiered 3 days before it’s traditional media air date during the NBA finals, clearly showing a significant investment by the company, financially and in focus, into the quickly growing social media market. More specifically it demonstrates one of the most recognizable brands in the world placing a higher value on new media than traditional media. [Read more...]