Nike Campaigns Review

- Hyperdunck

- Last One Run

- TVC Capture

Matching CharacteristicsMobile Internet user Matching Characteristics Nike TA

Age group Over 70% of mobile web users in China are in the 15-24yrs group.

Close to the Nike target age group 15- 24 yrs

Gender According to iResearch, in 2008, more males surfed the mobile internet than females. (Over 70%)

As we know, men are more interested in sports

Men’s quantity exceed the number of women

Characteristics

Plenty of young people are open to new trends and love sports, music etc.

Pop culture, music, sports and entertainment are always the entry points for engagement with young people.

love sports

Nike Hyperdunk

活动背景在耐克 2008“ 摩天争霸”篮球赛全国巡回之际，亿动广告传媒（ Madhouse ）与

Wieden+Kennedy 、 MindShare 携手合作，为耐克 Hyperdunk 系列产品在中国的上市做推广

时间： 2008 年 7 月 - 8 月地点：广州，武汉，哈尔滨，上海受众：热爱篮球运动的青少年

无线媒体整合应用

Nike is sending you free contentReceive?

Yes no

在耐克 “摩天争霸”篮球比赛现场设置蓝牙发射器

进入下载页面

蓝牙发射器

打开手机蓝牙，接收蓝牙内容下载提示短信

亿动广告传媒整合手机媒体和蓝牙传播技术，设计制作了与中国市场上 80% 以上的手机适配的客户端软件，通过在篮球场设置的蓝牙设备向现场手机用户发送

无线媒体整合应用下载界面

在蓝牙传输范围内，用户通过蓝牙免费下载 Nike 应用软件离开蓝牙传输范围，用户可通过 GPRS 继续下载 Nike 应用软件

下载完成后进入客户端首页

无线媒体整合应用手机墙纸下载

耐克 Hyperdunk 产品图片

科比灌篮视频下载

无线媒体整合应用

在手机游戏中植入耐克品牌信息

灌篮游戏

无线媒体整合应用

耐克“摩天争霸”篮球比赛现场海报提示打开你的蓝牙收取 Nike 免费内容下载

无线媒体整合应用 - 现场户外媒体支持

观众不仅在比赛现场体验耐克的运动精神，而且可以通过下载至手机内的应用软件，随时随地与耐克进行互动，还能转发给好友，获得病毒式的传播效果

抓住消费者口味的客户端软件实时互动的营销工具

无线媒体整合应用活动效果

Nike Last One Run

Nike Last One Run Mobile Campaign

Your phone is Your guide!

An interactive mobile

messaging system forms

the core of "Last One Run."

Step3After arriving at the appointed destination, participants are shown an ID code that they need to send via SMS to the racing system in order to receive the address of the next destination point

Step2 Before the race, runners need to register online and receive start instructions via SMS

Step 1Register online and use SMS receive and transmit information e.g. registration info, location point ID codes, location point information

Nike Last One Run Mobile Campaign

WinOnly the last runner remaining at the end of the race wins.

OutThe runner who is the last one to send the ID code at each destination will receive a message informing him/her that he/she is out of the race.

Sorry! You are out!

Nike Last One Run Mobile CampaignCongratulations! You win!

Nike Last One Run Mobile Campaign

Nike TVC Capture

Capture the football boy picture, win Nike equipment!

Step3The participant will have chance to win the super cool sport equipment from Nike

Step2 Watch the Nike Unknown TVC, capture any pictures of the football boy and upload it

Step 1Input ”Nike” to 106695887577 to download the TVC capturer and install on your mobile

TVC Capture Widget

JUST DO IT