Nike uses mobile to promote new sportswear collection

By Giselle Tsirulnik

January 21, 2009

Nike campaign targets Filipinos

Nike Philippines ran a mobile campaign around the launch of the Nike Sportswear Collection and to stimulate interest around its new mobile magazine, "Nike 8 Mobizine."

The Nike Sportswear Collection is centered around eight icons. Nike came to Yahoo to help drive traffic to the launch of the Nike 8 Mobizine. Over the course of the two-week campaign, 22,000 clicks were sent to Nike Mobizine and a 5.09 percent click-through rate was achieved on the first day when banners ran across the Yahoo Mobile homepage.

"Nike developed ad creative specifically for the mobile user as they wanted to reach their audience where they are -- on the go," said Zealous Wiley, senior manager of public relations at Yahoo Mobile, Sunnyvale, CA.

The Mobilizine was created to support the launch of the Nike Sportswear Collection.

The first Nike 8 Mobizine was distributed to Nike followers.

Mobizine, short for "mobile magazine," highlights the stories behind each of the 8 Nike Sportswear icons, including exclusive mobile video content featuring icons in the local music and sports scene and updates on what's up and coming at the Nike Sportswear retail installation store.

An integrated campaign was put together for the Yahoo Philippines mobile Web homepage, PC homepage and mobile messenger for first two weeks of launch.

The Yahoo Philippines Mobile homepage ran the Nike Sportswear banners for two weeks between August and September while Yahoo Mobile Messenger ran banners for a week.

On the PC, standard banners ran across Yahoo Philippines homepage for a week, driving traffic to switch to their mobile sets to visit the Nike 8 Mobizine.

This particular campaign only ran in the Philippines.

Yahoo runs mobile display advertising in 23 markets worldwide.

The company also has strong partnerships with major mobile carriers in the country and currently reaches more than 95 percent of mobile subscribers in the Philippines.

The Yahoo Philippines homepage on both PC and mobile are key starting points for many Filipino Internet users.

According to Yahoo, brands need to develop content relevant to mobile ad creative.

Yahoo has three reccommendations for brands:

• Integrate mobile into the overall marketing campaign -- Nike maximized its mobile investment by integrating with non-mobile - PC, print and other - campaigns.
• Keep it simple -- In mobile, less is more. Inherent limitations of mobile - typing, navigation, latency - require that mobile Web sites make it easy to find information that users are looking for. Nike kept the call-to-action obvious, simple and capable of being fulfilled from a mobile device.
• Embrace the medium -- Mobile users are on-the-go. They use the mobile Web to communicate, for entertainment or because they are looking for specific information quickly. Use mobile to address these needs. Nike kept the Web site interesting for users to have fun and pass time while learning about the products.

Comments on "Nike uses mobile to promote new sportswear collection"

1. rishi kumar says:

   December 28, 2009 at 2:04am

   Is it part of the AR campaign by Nike India for Nike sportswear? I have seen few press ads, posters with a 2d code. I got this nike application from barista through bluetooth (it said BluFi@nike) When i scanned the code in ads animated content of the player featured in the ad was displayed. I'm a media planner by profession and found this cool. I got to know that the campaign was executed by a company called telibrahma.