The Nike KD9 Premiere
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Nike held a launch event for the new Kevin Durant signature shoe, the Nike KD9, in New York City. Though the main events took place in New York, the launch was broadcast on social media so anyone could experience it virtually. Over the course of five hours, the launch included unveilings at Niketown, autograph signings, a basketball game in a park, and partnerships with companies like Postmates for deliveries and Footlocker for pop-up shops. The goal was to both promote the new shoe and create shared experiences for KD fans using real-world events and digital media.
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Main Entry: 1ex·pe·ri·ence
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Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
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Learn how to use specific GPTs to help you Learn how to build your own marketing tools
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Capstone Project: Luxury Handloom Saree Brand
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- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
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- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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The Nike KD9 Premiere
- 1. The Nike KD9 Premiere Observing the launch of the Nike by @trungho KD9 through Twitter and Snapchat. Image: @Postmates
- 2. Nike is a best-in-class example of creating an experience around a brand through events and content.
- 3. Recently there’s been a lot of unique pop-up events that Nike Basketball has organized along with creative partnerships.
- 4. Like the Ky-Rispy Kreme #KYRIE2 Tour Cleveland, Ohio May 17, 2016 Image: @NikeBasketball
- 5. The SNKRS XPRESS Toronto, ON Feb. 11-14, 2016 Image: nike.com
- 6. And the Nike Flex Truck (#DrayArea!) San Francisco, CA June 3, 2016 Image: @LizONeal, @shanetroach
- 8. On June 26th, Nike held a launch event for Kevin Durant’s newest signature shoe, the Nike KD9. Image: nike.com
- 9. The day’s events were set in New York City.
- 10. But the audience was really anyone with a phone… 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍 📍📍 📍 📍
- 11. So here’s what Nike did.
- 12. The Day Before… (June 25th)
- 13. On Twitter and Snapchat Creating Buzz @nikeNYC @nikebasketball👻 nikenyc
- 14. Promote “Evolutionary” Theme 9 Seasons of KD Evolution #KD1 #KD2 #KD3
- 15. #KD4 #KD5 #KD6 #KD9#KD7 #KD8
- 16. Postmates is an on-demand delivery service that aims to deliver anything sold in a store or a restaurant in under one hour. Partnerships Nike Partners with Postmates
- 17. KD9 Premiere Day (June 26th)
- 18. Location: Niketown New York Setting the Stage Image: @NikeBasketball
- 19. Location: Niketown New York Setting the Stage Image: @xerojuan, @smokinaces1
- 20. Twitter and Snapchat Getting Ready
- 21. Twitter and Snapchat Getting Ready
- 22. Niketown New York Kevin Durant Arrives at Niketown
- 23. Niketown New York Inside Niketown
- 24. Community Aspect Zoom League Players Invited The Zoom League is a citywide basketball league in partnership between Nike and the NYC Department of Youth and Community Development.
- 25. Event Special Features KD 360 at Niketown Technology powered by Big Freeze Worldwide Come down to Niketown and get your KD 360 video on a billboard!
- 26. Nike x Postmates Partnership is Functional Postmates App Looks like Joe is happy!
- 27. Nike x Postmates KD Gets Involved
- 28. Nike x Postmates (P.S. Sweet ride, Easy Money.) Image: @The_real_Jobby
- 29. Nike x Footlocker Autographs + Q&A @ House of Hoops
- 30. Final Event Basketball at Dyckman Park
- 31. The KD9 Premiere lasted over five hours and took place in at least four different locations throughout New York City.
- 32. The entire day was broadcasted live on Twitter and Snapchat.
- 33. In essence, the event proved to serve two purposes in marketing the new KD9’s: Create an experience around the KD brand, while using the event as a stage to produce digital content.
- 34. Image: Jed Jacobson/The Players’ Tribune