Night Mode FC

Client: Nike

To capture the attention of "Gamechangers" (17-25 yr old footballers) whose lives now play out through late-night doomscrolling and streaming, Nike Football launched NIGHT MODE FC. This unprecedented social strategy transformed Twitch into a live, three-hour retro-horror experience, moving beyond traditional ads to "haunt" the platform and immerse fans in Nike Football’s new "Scary Good" interactive universe.

Brought to life in 3 stages: 1. The Haunting: Platform-native formats that mimicked the feeling of late-night channel surfing within Twitch feeds. 2. The Glitch: Live streams were hijacked at 8PM, pulling audiences into a reactive social stream where the brand became an active participant in their late-night viewing. 3. The Possession: Unleashed fear-inducing interactivity- fans used exclusive emotes during Watch Parties to unlock content, engaged in quizzes via live chat voting, and took control of gameplay in "NIKE-MARE 98”. Night Mode FC became the biggest football stream on Twitch in Europe ever: 8.1M total minutes watched, 1.3M unique viewers and 188k chat messages, with 392k Nike Emotes shared in real-time. The partnership drove +25% Nike Brand search uplift and a +4% Nike Football search uplift on Amazon. By designing for shared reaction and participation, Nike turned social attention into a collective experience.