Title | NIKE SHOE BOXXXX |
Brand | NIKE JAPAN |
Product / Service | NIKE SPORTSWEAR |
Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kenji Kondo | Beacon Communications K.k. | Account Director |
Kentaro Yamazaki | Nike Japan | Client Supervisor |
Yosuke Toyoura | Nike Japan | Client Supervisor |
Kojiro Futamura | Flash Developer | |
Takahisa Mitsumori | Sound Designer | |
Shinya Nakagawa | Rizing Inc. | Film Editor |
Yuta Sato | Amana Inc. | Film Producer |
Jun Kuriyama | S2 Factory | System Engineer |
Shu Takano | S2 Factory | System Engineer |
Kaihei Hayano | Garyu | Visual Artist |
Masaya Kawasaki | Garyu | Vfx Producer |
Emiko Kashiwaqgi | Semitransparent Design | Designer |
Ryoji Tanaka | Semitransparent Design | Art Director |
Yuma Murakami | Masumasu | Technical Director/Projecto Manager/Planner |
Jon King | Beacon Communications K.k. | Executive Creative Director |
Ryo Kobayashi | Beacon Communications K.k. | Copywriter |
Kotaro Hamada | Beacon Communications K.k. | Account Planner/Head Producer |
Choei Torii | Beacon Communications K.k. | Director Of Strategy/Planner |
Kohei Kawasaki | Beacon Communications K.k. | Creative Director/Art Director/Planner |
'Start a Conversation' The sneakerhead community is thriving all over the world. Nike Japan wanted to tap into this enthusiasm as they worked to close the gap with the very popular large local brands. Hoping to generate conversation in the digital social world and build on their vast heritage.
'Going Beyond the Like' We created NIKE SHOE BOXXXX a social commerce App that enables this group to interact with Nike and the shoes online. Every model of shoe they ever designed (over 10,000 shoes). NIKE SHOE BOXXXX rewards users for all kinds of actions. Receiving bonus shoes after each trade, friend invitation, or sharing with others. And then once a month, the ultimate sneaker people reward. Nike re-released and sold through the App, shoes that haven't been seen in years. In the end NIKE SHOE BOXXXX brought people all over the world together. All sharing a common global language.
'Play in History' There is a moment when we take our new shoes out of the box that we feel this sense of anticipation and excitement. We've all done it. And most of can't wait til the next time. Nike knows the emotion of this moment. With their unique history, you could almost say they created it. Allowing users to relive those Magic Moments of getting your new shoes.
First 2 months* of launch results (*after this time client no longer releasing figures): Facebook Impressions 5,994,958 Sharing on average 1,000 times a day Shoes for sale put online each month SOLD OUT within days