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Mindshare China | Nike | Point-To-Point
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| For the launch of Nike Zoom in China, the brief was to introduce a new generation of competitive athletes to the brand. Given that
this is a young, tech-savvy market, Mindshare used Bluetooth, as well as online and outdoor applications, to actively engage consumers.
Selected cities saw the construction of two Bluetooth points 400m apart, with pedestrians prompted to race between them. Times were
recorded automatically, and the daily winner received a pair of Nike Zooms. The campaign lasted just three weeks, but attracted some
15 000 participants - and a lot of PR. |
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