January 28, 2008
Date:
11 August, 2007 - 31 August, 2007
Company:
Madhouse Inc.
Client:
Nike via Wieden+Kennedy and MindShare
Background:
August 2007 - In collaboration with Wieden+Kennedy, Mindshare and Madhouse, global marketing pioneer Nike launched a mobile campaign to empower Nike Zoom Runner outdoor events in Beijing, Shanghai and Guangzhou. 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.
Objectives:
- The execution of an unprecedented campaign for Nike Zoom products
- The upholding of Nike’s spirit for innovation and creativity
Solution:
Madhouse integrated both Bluetooth and other mobile internet technologies by setting Bluetooth emitters at campaign locations for the sending of messages to participants as well race time keeping, with results transmitted using mobile internet. A campaign mobile site )wap.nike.com.cn/zoom/), was also constructed by Madhouse to syndicate campaign information across the mobile internet.
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. A pin-code was sent to all participants who had reached the Nike Store, 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 the chance of becoming the “Zoom Runner”, with names and times of each winner reflected on the campaign light boxes and the campaign site.
Results :
“Zoom Runner” 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. The campaign yielded a result of 7,000 people completing the campaign, with consumers coming away experiencing Nike’s innovative and creative spirit.
