HBL CAPSULE TOY MACHINE

TitleHBL CAPSULE TOY MACHINE
ClientNIKE TAIWAN
Product / ServiceHBL FAN GEAR-UP
CategoryE02. Sponsorship & Brand Partnership
Entrant+ING INTERACTIVE Taipei City, CHINESE TAIPEI
Idea Creation +ING INTERACTIVE Taipei City, CHINESE TAIPEI
Production +ING INTERACTIVE Taipei City, CHINESE TAIPEI

The Campaign

Since the game on court belongs to the teams and players, we wanted to give the fans on-site a game of their own. We noticed fans are mostly on their phones when they aren’t watching the game, so we decided to leverage the minute-long breaks throughout the game to engage with fans. The idea is the ‘HBL Mascot Capsule Toy Machine’, a scalable mobile-centric digital experience that enables everyone to join.

The Brief

• Overall budget USD$ 100,000 • Breakdown of costs Cooperation with LINE USD$25,000 Hardware USD$15,000 Software USD$35,000 Event Execution USD$25,000 • Paid Media budget No pay media budget

Creative Execution

• Implementation We worked with LINE, the most popular instant communications application for teenagers in Taiwan. The game starts at the timeouts during games, connecting mobile devices within a fixed proximity using Bluetooth sent from the LINE Beacon, so the entire stadium of 20,000 fans can join at once. The contents of the HBL Mascot Capsule Toy Machine is updated according to the teams playing each time, while every capsule features a unique gift inside, including HBL team mascot stickers, posters, and mobile phone wallpapers. The Beacons also helped in driving traffic to the Nike shop, sending messages to introduce Nike’s HBL fan gear. • Timeline 2018/03/10-2018/03/11 • Placement HBL Finals at the Taipei Arena • Scale Maximum of 20,000 participants at once

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

The HBL Mascot Capsule Toy Machine helped to keep the fans engaged, creatively elevating the fans’ game watching experience even during the timeouts, and further extending the impact of HBL and basketball culture with every LINE stickers sent. Overall results: • 40k+ games played, out of an estimated 20k fans on-site • 41k+ LINE stickers used within 2 days, average usage of 5.7 times per person • 46% engagement rate, 35x compared to last year’s HBL

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

The HBL (High School Basketball League) is one of Taiwan’s most popular sports event, and Nike wishes to create a new way for young fans to interact with the brand, maximizing the exposure and preference.

• Target Audience Mainly 14~25 year olds who watch or is part of the HBL. • Approach Given the popularity of the capsule toy vending machines among Taiwanese youth, Nike created a new entertaining game watching experience at the HBL Finals, turning every fan’s phone into a capsule toy machine with the help of LINE Beacon and Bluetooth.

Credits

Name Company Position
ENZO LI BRS Nike Taiwan Inc Nike Direct Digital Commerce Associate Manager
RYAN LAI BRS Nike Taiwan Inc Nike Direct Digital Commerce Supervisor
PEI KEN TSAO +ing Chief creative officer
YUH SUAN CHAN +ing Chief design director
WEI CHI CHAO +ing Account director
HAZEL WANG +ing Senior account manager
CHUN TING LENG +ing Senior designer
I HAN CHIU +ing Senior designer
LENARD TSAI +ing Senior account executive