Exclusive Nike content, if you “Like”

Nike and W+K’s World Cup campaign kick-off features an interesting use of the Facebook “Like” button:

Nike today kicked off its FIFA World Cup campaign with a 10-minute film on Facebook featuring Cristiano Ronaldo, Didier Drogba, Wayne Rooney and other top soccer stars.
The video, viewable only when visitors click the “Like” button, includes a three-minute advertisement, called “Write the Future,” with some of those same players.

(via AdWeek, emphasis added)

Nike’s move to add value to the “Like” button is mutually beneficial. For the brand, the promise of exclusive content encourages users to connect with the Nike campaign. For users, the content provides a neat reward for publicizing the campaign to their news feeds.

Check out the ad shown before the short film below:

What other added value content can be given to reward fans for “Liking” brands? Are there ways to directly reward users who Like products on a brand’s site?

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