Nike iD (Kikucall and R/GA)

     

Brand:              Nike iD

Company:        Kikucall and R/GA

Objective:
Nike wanted to raise awareness of Nike iD, a product line that allows consumers to design and purchase custom-made shoes. The campaign included an interactive billboard that allowed consumers to design Nike iD sneakers through their mobile phones, live on the billboard in New York’s Times Square.

Solution:
Nike’s interactive agency contacted Kikucall to implement a campaign that allowed consumers to take away a reminder of their experience with Nike iD in Times Square.

In order to achieve the client’s goal, Kikucall executed a campaign that offered consumers the opportunity to purchase their Nike iD creation, and show off their design as wallpaper on their mobile phone.

§          Following each consumer interaction with the billboard, Kikucall sent a custom text message to participants.

§          The message included a link to the Nike iD website and a unique pin number to retrieve and purchase the custom-designed sneakers online.

§          The messages also contained a link to a Kikucall-developed WAP site where consumers  could download a wallpaper of their custom shoe design.

Results:
Throughout the promotion, consumers in Times Square flooded the phone lines of the interactive billboard to interact with Nike iD. Kikucall successfully delivered more than 1,200 unique Nike iD wallpapers to consumers during the month-long campaign.