Nike wants women to love sports
Published: Mar 04, 2008
Hong Kong - Nike has kicked off the online component of its "This is Love" campaign, launching a viral movie via Facebook, targeting young women aged 15 to 20 years.
The digital component, developed by e-Crusade, is based around a three-part online movie to promote Nike Women's dance competition to be held at the end of March.
The campaign used viral marketing via Facebook as well as online advertising through movie related channels such as Yahoo! and UA Cinema websites, as well as a dedicated Nike website.
MindShare Interaction handled media buying and planning for this campaign.
Apart from online, Nike activated a guerilla campaign conceptualised by JWT Hong Kong during Valentine's Day this year.
Cycling machines were placed at popular shopping areas such as Mong Kok, Tsim Sha Tsui and Causeway Bay inviting young women to try the machines and communicate to them to fall in love with sports.
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