Learn the legend and 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. In Jan ¡V March 2007, secret codes were distributed in different channels ¡V retail, bus shelters, consumer event (using bluejacking technology), online portals, e-Newsletters, and even local forums.
Every code can be used in the website, to virtually unlock a particular pair of Air Force 1, and users can collect the story/collaboration behind.
It is a 10-week campaign and each week will have a batch of AF1 launching to sustain the media hype. By giving out a very premium AF pack as reward, participants shared their collected codes on the net and found out hints to search all the secret codes out.
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.
