Nike Ed is a campaign designed to change peoples perception of Nike and its relationship with Vietnam by creating a positive impact in the country in the form of an education aid donation that is influenced directly by the purchasers of Nike footwear, sharing their support in the form of a "selfie" of their Nike shoes in action.
The campaign is in real time and as the more selfies get published online the further through Vietnam the aid reaches.
Each selfie accumulates to one yard, and with over 2.5 million yards from the north to south Vietnam, Nike would be donating a total of $2.5 million.
The supporters can log on with their personal "yard" number to see where their contribution has led the campaign and see the real time affects the campaign is having in that area. This will also become a good spot for Nike to praise their workers in Vietnam and show a different side to the company that is honored to have such a talented teams manufacturing their product.
A teaser would be planted inside all new Nike shoes that would give details on how the campaign works and how to get involved.
With Nike Ed being based on movement and its footwear products this campaign has a huge longevity and can be stretched over many of Nikes products such as Nike fuel band - challenge people to keep up with the campaign by keeping up and running the same distance.
There are so many ways this campaign could evolve within the brand and that is what makes it so potentially successful.