NIKEID FRIEND STUDIO

TitleNIKEID FRIEND STUDIO
BrandNIKE JAPAN CORP.
Product / ServiceNIKEID
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantBASCULE Tokyo, JAPAN
Entrant Company:BASCULE Tokyo, JAPAN
Sales Promotion/Advertising Agency:BASCULE Tokyo, JAPAN

Credits

Name Position
Ken-ichiro Tanaka Producer
Takefumi Nitta Producer
Masayoshi Boku Creative Director
Shin Takeuchi Art Director
Shintaro Kanega Director of Integrated Production
Harry Kitajima Technical Director
Harry Kitajima Flash Developer
Tomoko Wada Flash Developer
Sunao Gonno Sound Developer

The Brief

NIKEiD is a service that allows users to customize clothing purchased from Nike. The service has a lot of fans and has been enjoyed worldwide. However, customers can enjoyed the process only on the NIKE website, therefore the customers' fun experiences had not been shared with others. Japan’s largest social networking service “mixi” wanted to create a new advertising utilizing its social graph, which would take the company to the next level in the social marketing industry. At both companies’ requests, we tried to create a new measure that would engage people with NIKEiD via social networks.

Describe how the promotion developed from concept to implementation

Many survey results indicate that people tend to believe product reviews by friends rather than advertising. We started with this data, and tried to generate a buzz among close friends. The social graph of the sns “mixi” is composed with friends in real life, so we decided to create a system that utilized mixi to maximize the buzz’s spreading speed and creditability.

Describe the success of the promotion with both client and consumer including some quantifiable results

The CTR (Click Through Rate) of the social banner increased by 16 times higher than an average web banner’s one during its three weeks campaign. A total of 2.13 million people used the tool. Over 500,000 unique banners were created and displayed on mixi pages. Thanks to the campaign, the Japan’s NIKEiD sales achieved the highest figure worldwide, compared with NIKEiD sales in other divisions.

Explain why the method of promotion was most relevant to the product or service

NIKE is one of the most popular and highly admired brands worldwide, and many of the mixi users, who are in their 20s, are its fans. Therefore, it is very exciting and fun for them to experience a system with which they can create banners of their own customized NIKEiD sneakers as well as show them off to their friends. Users were naturally engaged to NIKEiD more, and their excitement about the system has spread faster and wider via mixi.