To engage people with NIKEiD via social networks.
We created an interactive communication service which based existing advertising spaces on Japan’s largest social network service “mixi”.
Users can customize NIKEiD trainers and save their designs as banners, which can be posted on their friends’ mixi pages.
Users can customize NIKEiD trainers and save their designs as banners, which can be posted on their friends’ mixi pages.
1. Users can choose trainers and customize them to their preference.
2. mixi members can save their trainer designs as banners and post them on their friends’ pages.
3. Other users can click “COOL!” buttons on ones they like.
4. When a designer gets five “COOL!”s, he/she can enter a prize to win the pair of his/her customized trainers.
5. Users can also purchase their personalized trainers via the NIKEiD website.
- The CTR (Click Through Rate) of NIKE’s social banner had increased by 16 times the rate of an average web banner’s CTR after its three weeks.
- A total of 2.13 million people used the tool during its campaign.
- Over 500,000 unique varieties of banners were created and displayed on mixi pages.
- Thanks to the campaign, Japan’s NIKEiD sales achieved a 500 % increase and the highest figure worldwide, compared with NIKEiD sales in other divisions.