Nike: All Star Weekend

Nike, the footwear brand, developed a socially enabled WeChat platform that allowed Chinese consumers to chat with friends and live-stream the All-Stars Weekend games, while delivering Nike content and product information.

Campaign details

Brand: NikeLead Agency: Mindshare ChinaRegion: APAC

Objective

Live games are a must win moment for Nike, and the All-Star Weekend is a huge annual moment of live games to engage basketball fans across 3 days. As a critical moment for Nike, the brand created a unique line of Jordan products customized for the moment. But more important than product, Nike wanted to use the moment as an opportunity to embed itself in the digital behaviors of its audience and enhance their once-a-year experience, rather than disrupting audiences with its advertising.

Target Audience

We...

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