Case Study 1: NIKE mobile marketing campaign!!

Let us analyze a successful Mobile Marketing campaign done by Nike based on 10 factors discussed in previous blog::::
During 2008 UEFA European Football Championship Nike wanted to make sure that the brand was front of mind for teenagers throughout the Football Championship.This case study shows how the campaign achieved over 150,000 content downloads(higher click through rate)
1.Strategy:Nike strategy was to use mobile channel to reach as many teenage football fans as possible in Turkey and to engage them with Nike's football assets & products.
2.Target Customer:Nike clearly knew their target:"Teenage Football Fans"
3.Relevant to the consumer: Nike came up with campaigns to enable teenagers to easily download Nike content relevant to the consumer(teenager football fans) throughout the tournament.
4.Awareness: Nike used existing channels:
a.Dedicated TV Channel to broadcast to millions over an interactive TV platform (D-Smart) to promote exclusive content to masses.
b.Nike & Apple (iPod) partnership – They published branded packages and podcasts by Nike athletes.
c.A dedicated Nike mobile campaign site - http://mynikefootball.mobi
5.Content: Their main objective was to offer teenagers access to exclusive content featuring Nike’s globally famous athletes and to encourage them to engage with the Nike brand.
6.Medium:
a.Highly segmented and targeted SMS, MMS and WAP campaigns - to enable teenagers to easily download Nike content
b.Mobile display advertising – both on-portal via the Turkcell and Vodafone Live portals and off-portal on the Nokia.mobi inventories.
c.A Nike mobile widget delivered over Nokia WidSets/OVi - the first branded mobile widget in Turkey with high download rates.
d.Interactive Nike Kiosks – these were created at Nike Stores & football pitches to broadcast free downloadable content via Bluetooth and Wi-Fi to mobile users in the vicinity. 4 kiosks were set up at a Nike indoor football pitch and 3 were set up in Nike shops across Turkey. Using Bluetooth and Wi-Fi on their mobile, Nike customers were able to download content including wallpaper, videos and other multimedia assets.
7.Customer Control: Customers had full control as they were invited to send the message ‘NIKE’ to a short code.Only those who sent 'NIKE' received a WAP push message inviting them to download content simply by clicking through the message.
8.Cost: I have no idea about the investment done by Nike for this but in less than two months, there were over 150,000 content downloads by the target user base.
9.Post-Campaign customer satisfaction survey: The campaign was also selected as the ‘The Best Practice Campaign’ by Nike Global as per post campaign survey.
10.Privacy: For this campaign privacy was not an important factor as it was more inclined towards creating buzz about the brand during the tournament.

Nike hired mobile solutions provider Mobilera(http://www.mobilera.com/) to run this campaign in Turkey and Mobilera used wide variety of mobile marketing techniques and practices to engage the teenage customer base in a dialogue.