Campaign details

Brand: Nike
Brand owner: Nike
Agency: Mindshare China
Country: China
Industries: Sportswear
Media channels: Livestreaming, Mobile & apps, Social media, Sponsorship - sports
Budget: 1 - 3 million

Executive summary

The All-Star Weekend is a big annual festival for basketball fans everywhere. It is held every February during the middle of the NBA regular season that consists of a variety of basketball events, exhibitions, and performances culminating in the NBA All-Star Game held on the Sunday night.

Nike had to stand out during this crucial moment but it faced a digitally distracted audience. 

So Nike used its mini-programme (an app within an app) inside China's largest social media app, WeChat, to consolidate the experience for players. In the mini-programme, players could watch the live stream, while simultaneously chatting with friends in real-time chatrooms. Not only that, users had access to limited edition content and product experiences within the socially-enabled live stream, seamlessly connecting them to product purchase.