Case Study: Nike celebrates Liverpool FC’s title win with an iMP Experiential ice cream van activation

Nike serves 5,000 free lolly ices with iMP for Liverpool FC activation

Nike, working with its sports marketing agency ETTG, faced the challenge of creating a special celebration for Liverpool FC being crowned Premier League champions. They needed a high-impact activation that would create visibility, reward fans, and forge a powerful cultural connection on a local level. To achieve this, they partnered with vendor iMP Experiential to utilize a unique product: a fully branded vintage ice cream van for sampling.

iMP Experiential implemented a solution by wrapping their original ice cream van in Nike and Liverpool FC branding and deploying it to key cultural locations around the city. The van served 5,000 free "lolly ices," creating an electric atmosphere for press, PR, and thousands of fan engagements. The results for iMP and Nike were highly successful, generating significant social media buzz, local press coverage, and an estimated 134,000+ on-the-road views. This campaign delivered over 7,000 consumer interactions and helped Nike create a powerful emotional connection with the audience.

Nike