2. Matching Characteristics Mobile Internet user Matching Characteristics Nike TA Age group Over 70% of mobile web users in China are in the 15-24yrs group. Close to the Nike target age group 15- 24 yrs Gender According to iResearch, in 2008, more males surfed the mobile internet than females. (Over 70% ) As we know, men are more interested in sports Men’s quantity exceed the number of women Characteristics Plenty of young people are open to new trends and love sports, music etc. Pop culture, music, sports and entertainment are always the entry points for engagement with young people. love sports
14. Nike Last One Run Mobile Campaign Step3 After arriving at the appointed destination, participants are shown an ID code that they need to send via SMS to the racing system in order to receive the address of the next destination point Step2 Before the race, runners need to register online and receive start instructions via SMS Step 1 Register online and use SMS receive and transmit information e.g. registration info, location point ID codes, location point information
15. Nike Last One Run Mobile Campaign Win Only the last runner remaining at the end of the race wins. Out The runner who is the last one to send the ID code at each destination will receive a message informing him/her that he/she is out of the race. Sorry! You are out! Congratulations! You win!
18. Capture the football boy picture, win Nike equipment! TVC Capture Widget Step3 The participant will have chance to win the super cool sport equipment from Nike Step2 Watch the Nike Unknown TVC, capture any pictures of the football boy and upload it Step 1 Input ”Nike” to 106695887577 to download the TVC capturer and install on your mobile
