Nike has begun executing a mobile marketing campaign in Hong Kong to promote its latest T90 soccer cleat.
The campaign is a collaboration between The Hyperfactory, the self-proclaimed "most innovative mobile company on the planet" and ad agency McCann Erickson, who were responsible for the outdoor creative that Hong Kong residents are seeing.
Nike is hoping to target footwear crazy teens by placing hidden codes in Nike stores and subway stations throughout the city. The goal is for people to see these codes and take a picture of them with their mobile device. After doing so, a 3D image of the T90 cleat and a soccer ball appear on their phone. It will also disclose a special code that is for the specific location where the photo was taken and will send them to another location.
According to Giselle Ibromovich of Mobile Marketer, “Once consumers get the next location, they then can text in these special codes to find out the next secret destination. Texts will also count as a sweepstakes entry to win Nike merchandise.
The campaign is a collaboration between The Hyperfactory, the self-proclaimed "most innovative mobile company on the planet" and ad agency McCann Erickson, who were responsible for the outdoor creative that Hong Kong residents are seeing.
Nike is hoping to target footwear crazy teens by placing hidden codes in Nike stores and subway stations throughout the city. The goal is for people to see these codes and take a picture of them with their mobile device. After doing so, a 3D image of the T90 cleat and a soccer ball appear on their phone. It will also disclose a special code that is for the specific location where the photo was taken and will send them to another location.
According to Giselle Ibromovich of Mobile Marketer, “Once consumers get the next location, they then can text in these special codes to find out the next secret destination. Texts will also count as a sweepstakes entry to win Nike merchandise.
The codes invite users to download a mobile application that allows them to view the T90 shoe from every angle in 3D on their mobile screens.The more codes that consumers collect, the more chances they have to win Nike gear.”
Nike felt the timing was right as EURO 2008 was recently in full swing and as well as the Olympics arriving in Beijing in a month. The Hyperfactory plans to roll-out the campaign in other cities as well but has yet to make anything official.
Nike felt the timing was right as EURO 2008 was recently in full swing and as well as the Olympics arriving in Beijing in a month. The Hyperfactory plans to roll-out the campaign in other cities as well but has yet to make anything official.
3 comments:
I saw this campaign up close in Hong Kong when I was there last week. It actually attracted quite a buzz in the store i was at. Ive actually kept the application on my phone to show my mates at home. I can see some big potential in this technology.
hyerpfactory is so over the top, you should check out their web site and look at some of the stuff that they have done
thought i would post again from frankfort, so you had all 3, was looking at hyperfactory again
Post a Comment