Nike, Mindshare and Line Hong Kong have partnered up to create momentum by tying in with key teams & athletes, aiming to inspire football fans around the big moment in the world.
Following Line HK announcement of the development plan earlier, Mindshare lined up with its long term relationship client Nike and drive to be the first advertiser of Line Today, which provides daily essential news to users, with instant news and articles pushed to users sharing the up-to-date topics in town.
“We are extremely pleased to have Nike as the first advertiser at Line Today in Hong Kong,” said Kieun Hong, Hong Kong lead of the Business Development Team at Line Plus Corporation. “NIKE’s football campaign engaged users right at the hottest football season creating strong brand presence.”
The partnership launches a wide range of social-friendly and soft approach content to motivate target audiences to “Believe”. For instance, the tailor-made mini banner position is unique for Nike. The editorial initiate of each sponsor article is also changed from “Line Today” to “Believe Today”.
“We tap into football fans’ habit of reading updates before live matches, working hand in hand with client and Line to make this market-first idea happened in Hong Kong. We celebrate the World Cup moments by serving consumers the most inspiring story from our athlete through this compelling native format, right before the athlete’s important game, to empower the audience to believe they can do more than they think, like our athlete,” said Josephine Chan, partner – client leadership of Mindshare Hong Kong.