In a new campaign called “What do you play for?” Nike calls on teens to share their sports stories. The effort includes a collaboration among Nike, social network Youth Noise and social media firm Brickfish. Participants are encouraged to upload photos of them playing the sport of their choice and to share their individual stories. Visitors to Youth Noise then vote on their favorite photos. Prizes will be awarded for the Best Photo and Most Viral which will be selected by Youth Noise from among the 250 highest scoring entries. Winners will receive $500 cash or scholarship. In addition, five randomly selected Sign-Up Sweepstakes winners will each receive $100 cash or scholarship.

The campaign is part of Nike’s focused social media strategy to get teens to participate with its brand through online communities that encourage them to share their personal sports stories and the impact sports has had on their lives or the lives of others. According to Youth Noise,

“Whether a young person dances to build his or her self-esteem and stay healthy, runs marathons to benefit local charities or teaches soccer to young boys in Uganda, we want to hear the story.”

Since the launch earlier this month, the site has received over 230,000 page views, 869 entries, 1,560 reviews and 7,366 votes.  Visitors can sort entries by most popular, most viewed, most viral, recently added and highest ranking. A review of the highest ranking stories shows the diversity of real life stories --many of which are not only inspiring, but ones that millions of us can relate to.

“I dance for the empowerment of all women”

“Freestyling for fitness and fun! Swimming helped bring great benefits to my child, who had bilateral-coordination disorder.”

“Heart of a Champion: When I was 10 years old I was injured in an ATV accident that left me paralyzed from the waist down. I was introduced to the world of disabled sports, primarily water-skiing…I have never loved something so much in my life. I plan to fulfill my dream of competing at the World Competition doing what I love the most.”

“I run to stay sane, to escape from all my problems and stresses”

Nike originally built its brand showcasing the talents of unattainable superheroes like Michael Jordan. This latest effort demonstrates the company's evolution by now leveraging the power and participation of their customer base to inspire others. For marketers struggling to figure out how to connect with their customers and prospects, the Nike example demonstrates some of the key questions you need ask yourselves: How does our product or service impact the lives of our customers? How can we get those consumers to be active with our brand in the most powerful and engaging way? The “What do you play for?” sweepstakes ends May 20th.