Nike’s release of a limited edition athletic shoe, the Air Force-X Mid, launched a marketing campaign as cool as the shoe itself. To generate buzz among hip urban adopters while creating a sense of scarcity for a limited edition high-end athletic shoe, Nike create and execute a mobile marketing campaign in New York City called “Recon.”
Entrants must send a blank SMS to short code 6543 (NIKE) to receive registration instructions. At the registration site, a map will indicate the general location of the posters then an SMS short message sent by Nike to entrants will alert players to the cross streets of the latest posting. Once players spot the posters, they send a short SMS message back to Nike which registers the time they saw the poster. The shorter the time between the posters' posting and players' SMS response, the higher the score. There will be four postings per day. At the end of the four day period, the players with the highest scores will win a limited edition version of Nike's Air Force-X MID, designed by legendary NYC street artist, Stash. Runners up will have a chance to purchase the shoes at an exclusive pre-launch event.
The mobile campaign creating a new and engaging communications vehicle for Nike and its customers.
Source: Mobile Marketing Association
No comments:
Post a Comment