Tag: NIKE

Getting in Line on Instagram

Nike created a virtual waiting line on Instagram for dozens of people waiting in line

When Apple, Nike or other brands release their new limited edition products, we often see a long line of people waiting in line. That would be a mundane that tests one’s perseverance, but Nike changed the ritual by making the most of it, virtually.

The overturning idea started with a question – ‘How can we transform the energy of sneaker-lovers who stand the dull time into something meaningful?

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Idea & Execution

To give their fans special experience, Nike created a social media campaign that allows users to show off their style. Fans were invited to visit Nike’s website and make their own avatar, featured with fancy items. They could share their personalized avatar digitally, on Instagram with hashtags such as #AIRMAXLINE.

Searching with the hashtag, each post was displayed in chronological order and this made a real-like virtual waiting line. This extended experience on social media made the users stay more connected virtually.

Plus, Nike added on more idea to this fun, making most of it. Nike combined this idea with Lucky Draw and made the process simpler. When one posts a personalized avatar on Instagram with #AIRMAXLINE, a random draw number is given to each one. This simple idea led to more engagement.

Result

This Air Max posting earned a significant number of posts, impressions, and engagements, no need to mention their successful sales. During the campaign period, over 80,000 sneaker-lovers shared their post. This virtual campaign expanded to other social media platforms like Facebook and blogs, making 15,000,000+ exposures and 800,000+ reaches.

Credit

• Advertiser: Nike Korea
• Agency : PostVisual
• CCO: Euna Seol
• Planning Director: DuJune Choi
• Planner: SeMyeong Choi