Mbappe’s mini-me is engaging with customers through social media.
Nike is thinking small for its latest football campaign – a hyper-energetic takeover of its Instagram page by a lilliputian avatar of French footballer Kylian Mbappe.
The pint-sized Lil Mbappe takes center stage of the sports brand’s social media account, inviting anyone who sends a direct message to ‘Engage their Mbappe Mode’ through a week-long selection of fun challenges.
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The hi-tech process saw the real-life Paris Saint-Germain forward step inside a fictional full-body scanner, replicating his physique, personality and appearance within a Tom Thumb-style animated chatbot.
In a statement, creative agency Wieden+Kennedy wrote: “This campaign used the channels where kids already are to encourage them to move and play. The format of the campaign is made to also be disruptive and creative, expanding the limits of how brands can communicate with their audiences and bring people’s favorite celebrities closer to them.”
Participants will receive daily activities direct from Lil Mbappe, including quizzes and mini-games, as well as engage in light banter with the AI script. Retaining as much of Mbappe’s essence as possible to elevate the chatbot experience, the initiative is being brought to the streets of London and Paris through a selection of posters.
Mbappe was recently named among Euro 2020’s most influential footballers.