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"The Secret Tournament" (also known as "Scorpion KO") was a Nike advertising campaign coinciding with the 2002 FIFA World Cup. With production costs estimated at US$100 million,[1] the advert featured 24 top contemporary football players and Eric Cantona as the tournament "referee". It was directed by movie director and former Monty Python actor and animator Terry Gilliam.[citation needed]
Contents
1 Campaign instalments
2 Synopsis
3 Players
4 Bracket
5 Edits
6 Rematch
7 Impact
8 References
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Campaign instalments
The campaign started in March 2002 with the tease phase of the campaign, featuring only a shot of soccer shoes and a scorpion. The early ads led viewers to a website where they could learn more about the Secret Tournament and play interactive games.[1]
April saw the start of the Excite phase, with the teams facing off against each other, then moved into the Involve phase (see Impact).[1]
Synopsis
The premise of the campaign was a three-on-three knockout football tournament, on the basis of first goal wins, involving 24 football players in eight teams. The supposed matches were staged on a caged football pitch, presented as if it took place on a boat in the middle of the ocean. Former footballer Eric Cantona acted in the role of referee.[2]
Players
Triple Espresso
The Onetouchables
Toros Locos
Cerberus
Os Tornados
Funk Seoul Brothers
Tutto Bene
Equipo Del Fuego
Thierry Henry
Patrick Vieira
Fredrik Ljungberg
Edgar Davids
Lu韘 Figo
Den韑son
Fabio Cannavaro
Claudio L髉ez
Francesco Totti
Ruud van Nistelrooy
Javier Saviola
Lilian Thuram
Roberto Carlos
Ronaldinho
Tom�? Rosicky
Gaizka Mendieta
Hidetoshi Nakata
Paul Scholes
Luis Enrique
Sylvain Wiltord
Ronaldo
Seol Ki-Hyeon
Rio Ferdinand
Hern醤 Crespo
Bracket
Quarter-finals
Semi-finals
Final
Triple Espresso
1
The Onetouchables
0
Triple Espresso
1
Cerberus
0
Toros Locos
0
Cerberus
1
Triple Espresso
1
Os Tornados
0
Os Tornados
1
Funk Seoul Brothers
0
Os Tornados
1
Equipo Del Fuego
0
Tutto Bene
0
Equipo Del Fuego
1
Edits
There are several different edits of the "Scorpion KO" commercials. There are four separate commercials for each match as well as an overall compilation of the matches and a condensed version of the compilation.[citation needed]
Rematch
Following the run of the original advert, it was quickly followed up by a "Rematch" advert, featuring the two teams from the original final.[citation needed] In this script, the two teams played on a set representing the interior hull of the ship, no longer within a cage, and scored goals by hitting the bulkheads within a painted-on rectangle. Furthermore, as there were now only two teams remaining, the target was now to reach 100 goals. The two teams were said to have reached 99� meaning that the next goal would win; however, the previous 198 goals and other errant shots meant that the rivets holding the ship together had weakened, so when Lu韘 Figo scored the winning goal for Os Tornados, there was a hull breach, water rushed in and the two teams had to swim for shore.[citation needed]
Impact
Following the airing of the commercials, in June 2002 an estimated 1 to 2 million children competed in matches following the Scorpion KO rules in about a dozen cities worldwide, including London (in the Millennium Dome), Beijing, and Buenos Aires.[3][1]
Nike considered the campaign a success, with Nike president Mark Parker commenting, "This spring's integrated football marketing initiative was the most comprehensive and successful global campaign ever executed by Nike."[4]
References
^ a b c d "Secrets of Successful Ad Campaigns: Lessons from Absolut, Nike and NASCAR". Wharton School. 25 September 2002. http://knowledge.wharton.upenn.edu/article.cfm?articleid=629. Retrieved on 24 February 2009.
^ "Nike Secret Tournament". youtube.com. http://www.youtube.com/watch?v=PrShUb4pU14&feature=channel_page. Retrieved on 19 February 2009.
^ "Soccer: A Cagey Game". Time World. 6 February 2002. http://www.time.com/time/magazine/article/0,9171,257070,00.html. Retrieved on 20 February 2009.
^ "Nike Promotes Three To Strengthen Brand Management Team". Sporting Goods Business. 2002-10-07. http://www.allbusiness.com/retail-trade/miscellaneous-retail-miscellaneous/4458809-1.html. Retrieved on 2009-02-24.
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