Nike: INTELLIGENT BEATING AND GAMING WITH NIKE+

Credits & Description:

Advertiser: NIKE
Agency: MINDSHARE CHINA, KINETIC
Category: Stunts & Live Advertising
Other Credits: Account Service Director
Account Manager: Account Service Manager
Account Manager: Kinetic
Other Credits: Kinetic
Other Credits: Nicole Li
Account Manager: Xiaolei Lu

Ambient Execution Description
Nike China looked to create fierce loyalty, and increase sales of Nike+ products amidst a growing number of brand entrants, softened consumer consumption and heavy discounting practices with excessive inventories. Despite having high brand awareness, it wasn't enough. Today, sophisticated Chinese consumers want to engage in alternative interpretations of reality and unusual experiences. The desire for ‘social validation’ after spending time with brands is growing among young Chinese consumers. Social platforms (e.g. Weibo, etc.) provide an opportunity for young consumers to help their friends and family improve how they live, work, and exercise.Nike China needed to demonstrate that Nike+ new products can unleash new behavioral possibilities; ones that make a real difference in how people live and exercise better. Think fighting obesity to fitting into your new pair of jeans to sticking to your workout routine.The team felt by shifting away from traditional marketing and starting to explore rich narrative space where people (not just consumers) can become the main protagonist in Nike’s branding universe will allow people to experience the real value of Nike+ products. It’s about helping Nike China fuel social validation and social change by helping ordinary people break new records.The event took place on Nanjing Road East, a highly popular street in Shanghai. Voluntary participants were given a pair of Nike Smart Shoes (embedded with smart chips that record performance data) to play on either one of these games: Vertical Jump and Stepping Up. Results were updated live on a 500sqm LED screen for all to see in real time. Participants were encouraged to take a photo with their scores and share it on social platforms. Top performers also received Nike+ products at the end of the 3 day event.•500 participants joined the game in 3 days roadshow. •700 new fans of Nike+ on Weibo during this period