Sample Business Paper on Integrated Marketing Communication

Write the Future Campaign (Nike)

Nike’s IMC campaign dubbed “Write the Future” was conducted during the 2010 FIFA
World Cup in South Africa. The following are the key highlights of the campaign:
 Used Wayne Rooney, Cristiano Ronaldo, Fabio Cannavaro, and Didier Drogba to light
up the pitch as they wrote their own futures to the cheering fans (advertising) (Kirk,
 Used Cristiano Ronaldo to send a promotional email endorsing the Nike products to
billions of email users (direct marketing)
 Nike had thousands of sales clerks in South Africa during the entire period of the
tournament. The salespersons were used to sell the Company’s products to the thousands
of fans attending the tournament (direct marketing)
 During the entire period of the world cup, several items of Nike Company were put on
offer (Cacciolatti & Lee, 2016). Discounts went as high as 75% on selected items. This
was meant to lift the sales temporarily and also attract traffic (sales promotion)


Kirk, I. (2019). The Strange Case of Nike's 'Write The Future' Campaign. [online] Available at:
strange-case-of-nikes-write-the-future-campaign [Accessed 4 Dec. 2019].
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), 5597-5610.