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Nike
held its "ZOOM Runner" campaign in Beijing, Shanghai and
Guangzhou from 11th August 2008 to 31st August 2007.
Marketing
Challenge:
- Motivate
consumers' interaction and generate interest in Nike Zoom products
- Project
Nike's mix of outdoors and home, old and new
- Use
Nike's own assets - the store - as a focal point
- Transmit
street event launch, race timing and results by mobile
Marketing
Objectives:
- The
execution of an unprecedented campaign for Nike Zoom products
- The
upholding of Nike's spirit for innovation and creativity
Madhouse
integrated both Bluetooth and other mobile Internet technologies
- setting Bluetooth emitters at campaign locations for the sending
of messages to participants, as well race timekeeping, with results
transmitted using mobile Internet.
A campaign
mobile site was constructed to syndicate campaign information across
the mobile Internet. Consumers could receive product information,
event updates and results, as well as register to run.
Participants
were made to travel from the start point of the campaign light box
to the Nike Store through the use of messages sent using Bluetooth
technology. Participants who had reached the Nike Store each received
a pin-code, which they could use to register on the campaign site
for their times. A pair of Nike Zoom shoes was given out to the
fastest runner each day, and participants had the chance of becoming
the "Zoom Runner", with names and times of each winner
reflected on the campaign light boxes and the campaign site.
- In
total, 250,000 Bluetooth messages were delivered.
- More
than 15,000 runners took part and interacted with Nike via their
mobile phones.
- Over
7800 "runners" completed the campaign.
- Consumers
came away experiencing Nike's innovative and creative spirit.
The
campaign broke the routine of mobile marketing by creating a race
that was accurately timed using Bluetooth technology and with results
transmitted through mobile Internet technologies. Following the
success of this vibrant campaign, event organizers began to take
note of the effectiveness of creative mobile solutions integrating
both Bluetooth and other mobile Internet technologies.
Learn
how Madhouse helped Nokia promote its N76 phone.
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