The footwear brand teams up with LAIKA Studios for a photo-driven Twitter campaign that celebrates individuality.
To promote the August 17th release of ParaNorman last week, Nike is had a contest for fans to win 800 pairs of ParaNorman inspired shoes. Fans tweeted the @paranorman account with a picture of them being weird as a kid along with the hashtag #weirdwins to win a pair of Foamposite shoes. The plot of the film surrounds a young outsider who has abilities beyond that of any ‘normal’ kids.
The tactic is an interesting integration of the hype that typically surrounds Nike’s limited edition shoes and the digital marketing for a movie, while highlighting originality and creativity in children.