To celebrate the 25th anniversary of Nike Air Force 1, Nike created this campaign which made use of the latest mobile technology ¡V Bluejacking to communicate with its target audience.
Learn the legend & be the devotee! The campaign was to communicate the legend of Air Force through ¡§treasure hunt¡¨. Nike selected 40 Air Force 1s to be hunted, each has a special story representing a unique DNA.
Bluejacking was used in distributing secret codes. Different from Bluetooth on p2p level, Bluejacking could connect to a large group of users simultaneously, which is an excellent tool for mobile marketing.
In the campaign, the technology worked with OOH billboard / posters, created synergy effect in terms of communication with customers. When users arrived at the Bluejacking locations, they will be notified of the details of the campaign by the OOH ads, and then they could switch on their Bluetooth devices to participate.
Results:
50,180 visitors in total.
241,215 page views in total.
62,121 codes are collected by users via bluejacking.
The codes are unlocked for 9,315 times in total.
