More and more people are feeling alienated by this kind of megabrand manufactured mindfuck. Time to think consumer revolt. We confront Phil "Uberswoosh" Knight, and, with a quick judo-like parry, slap him to the mat with the power of Nike's own PR thrust. Can a maverick band of social marketers on a shoestring budget bring the empire to its knees? That is exactly what our Blackspot venture aims to do.
September 15: Our campaign launches with a huge billboard near Phil's corporate HQ in Beaverton, Oregon. This cheeky little manoeuver will start a buzz in his office and let him and his staff know that the future is not friendly.
October 15: Black spots start appearing in and around sneaker stores worldwide. Niketowns are persistently blackspotted inside and out.
November 1st: Micro ads start popping up, first in the Portland Oregonian and other Pacific Northwest publications, then in national newspapers, magazines and zines.
November 15: Full-page ads start running in the Wall Street Journal, the New York Times, The Economist, The Weekly Guardian and alternative journals in the UK, Europe and Australia.
November 15: TV spots start airing on CBC Newsworld, MTV, CNN and FOX. This time we're selling a product, so broadcasters who have previously refused to sell us air time must now comply or face lawsuits.
Our $250,000 marketing budget will run out mid-November, so we're counting on thousands of jammers like you to keep painting symbolic red dots on your sneakers, adbusting Nike posters and billboards in your vicinity, and uncooling the swoosh every chance you get.
If we can cut into Nike's market share by even one percentage point, then we will have set a precedent that will inspire kick-ass marketing schemes in industry after industry - fast food, transportation, fashion, communications - and we'll keep on jamming and spreading the antibrand gospel until consumer sovereignty reigns once again over capitalism.