The Brief

RF Team worked together with Nike to develop and launch a Weibo app 2.0 on Sina Weibo, which allows consumers to invite friends to design NikeiD basketball shoes by using their basketball team DNA. This campaign is targeted to build up NikeiD brand awarness through social media channel and consumer insight based social app.

Creative Execution

Since in China, NIKEiD is still growing up, it does not have high popularity. And also, lots of consumers in China do not have good sense of design. Their inspirations are limited. With this app, we could help the consumers to design their iD shoes based on their Basketball DNA, and with the weibo sharing, it can also build up NikeiD’s awareness in China.

Describe the creative solution to the brief/objective.

With the help of game, we asked user to learn about their Basketball DNA. It’s highly interactive. Users can invite their weibo friends to participate together. And then, they can get their own video. The unbox lucky draw adds some fun to the game, which stimulate more users to participate. Building on the Weibo page enables more users to participate directly, which increase the fan base and engagement with NikeiD.

Results

Still ongoing, so N/A