Great Scott! 3 Lessons from Nike’s Back for the Future Campaign

A few weeks ago, Nike launched a promotional campaign to auction off 1,500 pairs of Nike Air Mags. (You know, those awesome power-lacing sneakers that Marty picked up when he traveled to 2015.)  For 10 days, Nike auctioned off 150 pairs of these shoes each day, with all proceeds going to the Michael J. Fox Foundation for Parkinson’s Research.

When I first started seeing YouTube videos for the “Marty McFly shoes” virally infecting my Facebook and Google+ feeds, I had exactly 3 thoughts:

1. I WANT SHOES.

2. When are they going to build my hoverboard?

3. This is brilliant social media marketing.

In less than a week, the Back For The Future YouTube video gained over 1 million views and the Facebook Page for the Michael J. Fox Foundation for Parkinson’s Research gained over 10,000 new Page Likes. Yet, out of these millions of viewers reached, only 1,500 people got to buy these shoes. The objective of this campaign seemed not only to drive purchases of this particular pair of shoes but also to promote brand awareness for both Nike and the Michael J. Fox Foundation for Parkinson’s Research and funnel in new social media followers.

While we can’t all own a piece of history with these shoes or run a social media campaign for Marty McFly, we CAN pick up a few pointers. And you won’t even need to tamper with the space-time continuum to learn them.

Make like a tree and get the word out.

As Marty McFly learned, if you want to get your correct name out there, it helps to have your own name printed on your clothes. Similarly, word of mouth works when all of your channels are actively broadcasting a consistent look and message. In this case, both the Facebook Pages for the Michael J. Fox Foundation for Parkinson’s Research and Nike are using landing pages featuring the Back For The Future promotional video. This landing page is extremely relevant, as it’s the first thing new users (most likely those interested in the Back For The Future campaign) will see. Nike went so far as to create a designated Twitter account, YouTube account, and website for the promotion. Each of these areas has consistent art and design colors all pointing to the Back For The Future campaign. If these social media accounts could wear underwear, I can guarantee they wouldn’t say “Calvin.”

My density has brought me to you… I mean, my Facebook ad.

Many brands have the same problem with Facebook ads that George McFly did when he asked out Lorraine: the first impression just bombs. I mean, I don’t know about you, but I have this issue where the only Facebook ads that catch my eye are the bad ones. You know, the ones with spelling and grammatical errors and seriously creepy vibes. That’s why when I saw the Michael J. Fox Foundation for Parkinson’s Research ad on Facebook, I was floored: I actually WANTED to click the Like button. Not only does it play on my rabid fandom for all things Back to the Future, but it’s also a pretty decent ad. The title is simple and direct, reiterating the campaign name. The graphic is a beautiful and eye-catching depiction of the Marty McFly power lace-up shoes. The ad copy is clear but not pushy, simply explaining that the campaign is for a charity cause. Combine that with a clear Like button at the bottom? Heck yeah, I’ll Like that and go to the Enchantment Under the Sea Dance with you.

When this baby hits 88 miles per hour… you’re gonna see some serious engagement.

Marvin & the Starlighters understood this: you can’t hang around backstage if you want to entertain the crowd. You’ve got to put yourself out there, play some awesome (even groundbreaking) music, and engage with your audience. Nike’s Back For The Future Twitter account implements this well. In addition to posting great content with eBay auction updates and pictures, it talks to and replies to its followers. And not just, “Thanks for Tweeting us, check out our shoes!” These are really nice, conversational Tweets complimenting users, showing an interest in followers by asking and answering questions. The Nike Back For The Future Twitter account also signs most of its Tweets with popular and relevant hashtags (#BTTF, #BFTF, #NikeMAG), helping it get into and stay in related conversations. Keep it real and friendly and you won’t have to punch a bully like Biff to get your fans to fall in love with you.

–J.Lowe