Nike Zoom: Award winning Bluetooth stopwatch campaign in China
Nike has won the campaign of the year award at the Venice Festival of Media for an innovative Bluetooth billboard campaign.
The billboards sent out Bluetooth messages to passers by telling them to run to nearby Nike Stores for a chance to win a pair of Zooms. The persons time was recorded using Bluetooth, starting the timer at the billboard and stopping it at the store, the quickest person that day won the footwear.
It works by the Bluetooth transmitters identifying the phones unique Bluetooth ID (Mac ID) as soon as your in range. Once it has this it can time how long it takes for you to get in range of the transmitter in store and compare the two times. Bluetooth transmitters can be networked up using internet connections or GPRS to speak to each other.
The stats are quite impressive. Considering the 15,000 people didnt just get a message and walk off, they actually ran! Thats a big level of engagement.
Across three cities in three weeks: 250 000 Bluetooth messages delivered, 15 000 participants and 63 pairs of Nike Zoom shoes awarded.
The blurb here:
For three weeks Nike set up an urban race in which consumers could participate to win a new pair of the Zoom high performance shoes. The Bluetooth-enabled race started at an illuminated outdoor site up to 400m from the store featuring a line up of 21 new Zoom shoes and ended at the Nike stores. The fastest runner was given a pair of new Zooms and got their name placed in the illuminated site.
Check out the video here:
The agency behind this is Mindshare China
This entry was posted on Monday, July 14th, 2008 at 10:45 pm and is filed under Bluetooth, Mobile Innovation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
