Night Mode FC

Client: Nike

To capture the attention of "Gamechangers" (17-25yrs footballers) who have traded channel surfing for late-night streaming, Nike Football launched NIGHT MODE FC. Twitch transformed into a live, three-hour retro-horror experience centered on Nike’s "Scary Good" universe. Nike turned Twitch into an interactive content canvas, where the narrative evolved live - shaped by streamers and fans in real-time.

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 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 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, 188k chat messages, with 392k Nike Emotes shared. The partnership drove +25% Nike Brand search uplift and a +4% Nike Football search uplift on Amazon. Nike turned a relaunch into a live, co-created world and showed how branded content can earn attention by being experienced.