The document summarizes three Nike mobile marketing campaigns in China: 1) The Hyperdunk campaign used Bluetooth to distribute a mobile app with Nike content at basketball events to target young basketball fans. 2) The Last One Run campaign was an interactive mobile race where participants received instructions via SMS and were eliminated by responding last to location codes. 3) The TVC Capture campaign allowed participants to download a video, capture images of a football player, and upload for a chance to win Nike equipment.

1. Nike Campaigns Review - Hyperdunck - Last One Run - TVC Capture

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

3. Nike Hyperdunk

4. 活动背景 在耐克 2008“ 摩天争霸”篮球赛全国巡回之际，亿动广告传媒（ Madhouse ）与 Wieden+Kennedy 、 MindShare 携手合作，为耐克 Hyperdunk 系列产品在中国的上市做推广 时间： 2008 年 7 月 - 8 月 地点：广州，武汉，哈尔滨，上海 受众：热爱篮球运动的青少年

5. 无线媒体整合应用 Nike is sending you free content Receive? Yes no 在耐克 “摩天争霸”篮球比赛现场设置蓝牙发射器 进入下载页面 蓝牙发射器 打开手机蓝牙，接收蓝牙内容下载提示短信 亿动广告传媒 整合手机媒体和蓝牙传播技术 ，设计制作了与中国市场上 80% 以上的手机适配的 客户端软件 ，通过在篮球场设置的 蓝牙 设备向现场手机用户发送

6. 无线媒体整合应用 下载界面 在蓝牙传输范围内，用户通过 蓝牙 免费下载 Nike 应用软件 离开蓝牙传输范围，用户可通过 GPRS 继续下载 Nike 应用软件 下载完成后进入客户端首页

7. 无线媒体整合应用 手机墙纸下载 耐克 Hyperdunk 产品图片

8. 无线媒体整合应用 科比灌篮视频下载

9. 无线媒体整合应用 在手机游戏中 植入耐克品牌信息 灌篮游戏

11. 观众不仅在比赛现场体验耐克的运动精神， 而且可以通过下载至手机内的应用软件，随时随地与耐克进行 互动，还能转发给好友，获得病毒式的传播效果 抓住消费者口味的 客户端软件 实时互动的营销工具 无线媒体整合应用活动效果

12. Nike Last One Run

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!

16. Nike Last One Run Mobile Campaign

17. Nike TVC Capture

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

19. JUST DO IT