We were tasked with creating a chatbot capable of communicating with the many thousands of Kylian Mbappé fans. A bot that gave kids the chance to train and perform drills like their sporting hero. That bot came in the form of Lil Mbappé. A pocket-sized rocket-fueled energy bunny that engaged with our target audience!
His mission is to take over @nikefootball and help kids go fast and have fun! Lil Mbappé was let loose into the world yesterday and is currently engaging with our young footballers. You can meet him too! Just send a DM to @nikefootball and enjoy your week of hanging out with Lil Mbappé!
His mission is to take over @nikefootball and help kids go fast and have fun! Lil Mbappé was let loose into the world yesterday and is currently engaging with our young footballers. You can meet him too! Just send a DM to @nikefootball and enjoy your week of hanging out with Lil Mbappé!
After the user messages Nike Football, their weeks worth of challenges begins. If the user did agree to it, they received a different challenge, including fun activities.
This campaign used the channels where kids already are, to encourage them to move and play. The format of the campaign is made to also be disruptive and creative, expanding the limits of how brands can communicate with their audiences and bring people’s favorite celebrities closer to them.
To make sure everyone knew about him, we brought posters to the streets in Paris and London where big and Lil Mbappé appeared together, bringing everyone back to the Instagram DMs so they could join in on the challenges and go fast and have fun.
