Margot vs. Lily is Nike's first ever original series.
Our Task:
to launch and distribute the series in a mobile-first approach to millennial women.
The Idea:
we partnered with uber to drive our audience to the show. Since the average uber ride is around 10 minutes long, and the first episode was 8 minutes long, it was the perfect platform.The uber activation was part of a wider social strategy, driving girls to download our season pass – an Apple Wallet pass that served girls up with the episodes as they were released, so they never missed out.
The pass sent girls directly to the episode on YouTube as they were released. From the episode, we pointed girls to nike.com/betterforit where they could get their hands on the gear, workouts and recipes featured in the show.