May 24, 2012 at 01:17 PM
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Watch: Nike's New Soccer Ad

Nike's new viral ad for Euro 2012, which includes a LeBron James cameo, asks fans to find the hidden tunnels and unlock exclusive content marking a major shift in ad strategy according to Wieden+Kennedy London which created the spot.

“Instead of making a big ad for TV then putting together a bolt-on interactive version, what we have done is make a interactive film and experience, then created an edit for TV," W+K London head of interactive and innovation Graeme Douglas told Fast Company. "That’s a fundamental shift.”

In less than 5 days, the video has already racked up over 12 million views on YouTube and while there's a lot going on in the video, perhaps that's the intention since it essentially acts as a gateway to tons of additional interactive content. Watch the video below and see if you can make sense of it all here.