Mobilera case study: Nike Euro 2008 Football Campaign
- Added:
- May 27, 2009
Recently, sports brand Nike hired mobile solutions provider Moilera to run a campaign in Turkey to promote the sports brand during the 2008 UEFA cup. This case study shows how the campaign achieved over 150,000 content downloads.
Brief:
During the 2008 UEFA European Football Championship, Nike wanted to reach as many teenage football fans as possible in Turkey via the mobile channel and to engage them with Nike's football assets & products. 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. Nike turned to mobile marketing agency Mobilera to create a mobile marketing campaign that would help to associate the Nike brand with football amongst its teenage customer base and build a buzz around the tournament.
Solution and strategy:
Nike was keen to make sure that the brand was front of mind for teenagers throughout the Euro 2008 period. Mobilera developed a multi-pronged campaign using a variety of techniques and tools to bring the campaign to life, build as big a fan base as possible and to generate maximum response rates. Specific elements of the campaign included:
A dedicated Nike mobile campaign site - http://mynikefootball.mobi
A Nike mobile widget delivered over Nokia WidSets - the first branded mobile widget in Turkey with high download rates.
Mobile display advertising – both on-portal via the Turkcell and Vodafone Live portals and off-portal on the Nokia.mobi inventories.
Highly segmented and targeted SMS, MMS and WAP campaigns - to enable teenagers to easily download Nike content, Nike customers were invited to send the message ‘NIKE’ to a shortcode. Customers then received a WAP push message inviting them to download content simply by clicking through the message.
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.
Dedicated TV Channel broadcast to millions over an interactive TV platform (D-Smart) to promote exclusive content to masses.
Nike & Apple (iPod) partnership – Mobilera published branded packages and podcasts by Nike athletes.
Results:
In less than two months, there were over 150,000 content downloads by the target user base. The campaign was also selected as the ‘The Best Practice Campaign’ by Nike Global.
Mobilera is a member of the trade body the Mobile Marketing association (MMA) who kindly provided this case study.
Comment on the campaign, the MMA said: The Mobilera campaign for Nike demonstrates the power of mobile to drive brand awareness, engaging a target demographic with the interactive use of compelling, exclusive and relevant content. What’s interesting about this campaign is the wide variety of mobile marketing techniques and practices used to engage the teenage customer base in a dialogue.
About Mobilera:
Established in 2001, Mobilera is the leading mobile solution provider in Turkey, offering innovative community management, mobile marketing, and content services (VAS) to local and international companies.
http://www.mobilera.com/
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