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NIKE

'NTC Tour' - Native mobile App

Project scope

Native App Development
Creative Design
Social media integration
Game Development
UX

The Campaign

Nike requested an app to service the NTC Tour Los Angeles event, which gave insider access to 1,200 women during a two-day event in Santa Monica, California.

The Challenges

Keeping all 1,200 women attendees engaged and connected during a two-day event in Santa Monica was the biggest issue faced. Keeping up with the schedule of busy women looking for the next greatest thing. Apps not only command a space on your mobile device, but also in your life. Every aspect of Nike’s digital communication needed to balance targeted tactical goals with the awe-inspiring storytelling that defines the Nike brand. This effort demands distilling brand communication ideas generated for a global scale into more local and customized experience that enable individual customers to engage with Nike on a one-to-one basis.

The solution

Every day, consumers and local influencers broadcast their sweat and hard work on multiple channels. Each of these chroniclers represents a unique opportunity to foster an authentic consumer relationship. A one stop application to monitor all your sporting activities and a shared community with other like minded people interested in training.

The impact

With the launch of a new fitness wearable, Nike sought to build engagement via digital content and OOH advertising marked by the hashtag #GameOnWorld. We were tasked with translating this massive global campaign into success at the local level by making it feel like a local phenomenon in neighborhoods up and down the East Coast. Our initiatives helped engage global fans on a personal level, while our local social engagement program for the West Coast outpaced operations for other cities participating in the Nike+ campaign nationwide. Together, they drove significant activity for Nike’s most coveted metric: athletes at play.

• 97% increase in engagement with the average app user.
• 12K local mentions on the Nike NY program
• 3MM Social reach for @NikeNY