Nike. The Chance 2

Nike's Chance 2 gave football-obsessed teens worldwide new boots and a shot at superstardom. We fixed what hadn't worked the first time and made recruitment harder. No signing up through Facebook and no biased voting from followers to help recruitment. Teens now completed challenges and convinced the scouts themselves. But the catch was, we never said if they'd made it, or when a scout might turn up. They had to play out of their skins for every minute. Pep, Wenger, Ronaldo and Ronaldinho scouted a squad of sixteen. Training, tactics and nerve under pressure all counted. Weekly updates ran on Facebook and the Chance 2 site. Fans followed, voted and influenced the scouts' squad list My Role: Ideation, Lead Writer