Campaign of the Week: Air Max Day
Anyone who has had the pleasure of reading my previous blog posts, will know that amongst other things, I list nostalgia, and brand loyalty as recipes for marketing success. When mixed with a sprinkling of celebrity endorsement and one of the most iconic brands of all time we should expect nothing short of a marketing triumph.
Last month, Nike delivered a campaign focussed on Twitter and Instagram to celebrate their iconic shoe the Air Max.
The key elements of the campaign were as follows;
#AirMaxDay was internationally celebrated on March 26th, but the early seeds of the campaign appeared on Instagram more than one month prior, with slick video content depicting the ‘Rewind of Air Max’ each with the line ‘Before Its Time’, thus building expectation and reigniting our sense of nostalgia and love for this shoe.
Create a buzz
The @NikeSportswear Instagram (1.4m) feed continued to be filled with great content, all routed around the shoe. Drip-feeding us with visual treats and historical facts which worked to build the buzz and start conversations about each specific style of Air Max that we have worn and adored over the years.
Call to action
Finally in the lead up to launch a flipagram was released featuring some of the worlds most famous sports stars delivering 54k likes. Encouraging us to ‘Wear our Air’ on March 26th, immediately the user generated content element of the campaign was born.
Fuelled by the lead-up element of the campaign, the ground swell reached its peak as users wore their Air Max with pride on #AirMaxDay, with many posting photographs of their shoes on social media; 200k users have posted using the hashtag on Instagram alone.
Select users who posted their photos to Twitter were rewarded with a retro, polaroid-style framed shot of their shoes, personalised with their Twitter handle. Many of which were then featured on an interactive map on the host website. Celeb sport stars such as LeBron James also got involved, this post alone delivered 839 RT’s.
Deliver rich content
To really ensure the campaign had international success, as the world woke up to Air Max Day, beautifully shot videocontent from every major city in the world was gradually released on Instagram.
To further extend the reach of the campaign, Nike partnered with select Instagram super-users in each territory. Most notably with @London (1.1m) which involved an impressive photo shoot from a helicopter resulting in this great shot (44k likes). In parallel, spin-off campaigns were launched, most notably the Google Hangout by ASOS.com.
Something you can touch
Offline, Nike chose to launch the original Air Max Zero trainer, the shoe that was never made back in the 80’s. Enough to send any Nike super-fan into overdrive!
Finally, if it needed it, the proof that this campaign was a success, was the creation of an Anti-AirMaxDay movement from die hard Adidas brand advocates. All centred around the hashtag #NoAirNeeded. Need I say more, brilliant, for both Adidas AND Nike.
In summary, this was a multi-channel campaign, planned and delivered with the slickness and aspirational qualities you would expect from a brand such as Nike. The campaign demonstrated simple ideas at each stage, but each was executed cleanly and with style. That is something that every brand come learn from regardless of its size.
Did you see the Air Max Day campaign? Let us know your thoughts over on Twitter @G&I