Digitally elevate the first annual Nike High School Grand
Prix, the first national event of its kind in Canada.
300 of Can...
No available digital properties. None.
We were already using them all for The Sporting Life 10K
NEVER STOP campaign.
No Fa...
Why settle for 1 digital property when you can have 300?
Automate social sharing for
athletes throughout the
experience.
But how?
We considered RFID, but the
time to produce the u...
The QR Code was invented in ‘94
to track cars by Denso Wave in
Japan, for Toyota.
It then made huge headway into
shipping ...
After getting
tricked out in Nike
swag, athletes
were directed to a
sign-in station
where they
assigned their QR
Code to t...
Athletes
were directed
to a sign-in
table.
We received
hugely positive
feedback as the
athletes
responded to
their QR Code
wristbands as
status symbols.
They wore them to
Nike’s Bill Bowerman
Breakfast…
They wore them to the
High School Grand
Prix Dance Party…
They wore them to
get ice cream…
At every moment of
the journey, event
staff were ready with
tablets to scan the
athlete QR codes.
Pre-written Facebook
pos...
Athletes were always
shown the pre-written
message that was
being posted on their
behalf and we only
posted with their
exp...
Of course, we couldn’t track Facebook posts like hashtags, but because all
but one of the athletes opted in, we knew we ha...
The team had tried several
approaches that weren’t working for
the client, ultimately because Nike
simply couldn’t free up...
Nike high school grand prix
Nike high school grand prix
Nike high school grand prix
Nike high school grand prix
Nike high school grand prix
Nike high school grand prix
Nike high school grand prix
Nike high school grand prix
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Nike high school grand prix

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Nike high school grand prix

  1. 1. Digitally elevate the first annual Nike High School Grand Prix, the first national event of its kind in Canada. 300 of Canada’s best high school track and field athletes were arriving in less than a month and Nike wanted an idea.
  2. 2. No available digital properties. None. We were already using them all for The Sporting Life 10K NEVER STOP campaign. No Facebook. No Twitter. No Site.
  3. 3. Why settle for 1 digital property when you can have 300?
  4. 4. Automate social sharing for athletes throughout the experience. But how? We considered RFID, but the time to produce the units was tight. Too tight. It could be done, but we couldn’t guarantee it. That left one obvious option…
  5. 5. The QR Code was invented in ‘94 to track cars by Denso Wave in Japan, for Toyota. It then made huge headway into shipping and receiving. Our Interaction Architect (who ironically loathes QR Codes) begrudgingly offered this solution, reasoning that our athletes were the packages and our social check-ins were in fact their “destination” checkpoints. IAs...gotta love ‘em.
  6. 6. After getting tricked out in Nike swag, athletes were directed to a sign-in station where they assigned their QR Code to their Facebook account.
  7. 7. Athletes were directed to a sign-in table.
  8. 8. We received hugely positive feedback as the athletes responded to their QR Code wristbands as status symbols.
  9. 9. They wore them to Nike’s Bill Bowerman Breakfast…
  10. 10. They wore them to the High School Grand Prix Dance Party…
  11. 11. They wore them to get ice cream…
  12. 12. At every moment of the journey, event staff were ready with tablets to scan the athlete QR codes. Pre-written Facebook posts would then be sent to the athlete’s Timeline, letting their social graph know which part of the journey they were on.
  13. 13. Athletes were always shown the pre-written message that was being posted on their behalf and we only posted with their express approval. Then came the events…
  14. 14. Of course, we couldn’t track Facebook posts like hashtags, but because all but one of the athletes opted in, we knew we had a social graph of three hundred with around 5 posts a day. The main thing for us was that Nike loved the idea instantly and considered the event a huge success, especially because we also executed another successful campaign that very same weekend with the Sporting Life 10K. But that’s…another story.
  15. 15. The team had tried several approaches that weren’t working for the client, ultimately because Nike simply couldn’t free up or create any digital properties to elevate the event online. My inspiration was the Coca-Cola Village 2010 campaign in Israel and when I showed Nike the case study and told them my approach to tackling the Grand Prix they told us to proceed right away. It was the fastest sign-off of any campaign I had worked on with them.

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