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BELIEVE SCHOOL PRIDE AND FOOTBALL ARE KING COMMUNICATE AND CONSUME THEIR INFORMATION DIGITALLY ARE FORMER HIGH SCHOOL ATHLETES RUN TO STAY IN SHAPE – 30 MINUTES OF CARDIO IS TYPICAL ENGAGE IN SOCIAL ACTIVITIES IN GROUPS YET RUNNING AND WORKOUTS IS A SOLO ACTIVITY USE MUSIC AS A HUGE PART OF THEIR LIVES AND THEIR WORKOUTS ARE NOT EDUCATED ON “RUNNING” (I.E. DON’T KNOW HOW FAR 10K IS) ARE SAVVY AND BRAND KNOWLEDGEABLE FORM PERSONAL PURCHASING PREFERENCES

BRAND NEW CONSUMERS


INFUSED YOUTHFUL ENERGY INTO NIKE RUNNING AND INSPIRE A NEW GENERATION OF NIKE ENTHUSIASTS CHANGED THE GAME FOR THE INTEGRATION BETWEEN SPORTS MARKETING, LICENSED, COMMERCE, AND BRAND TO LEVERAGE THE BRAND’S FULL POWER CREATED BRAND ENERGY MOMENTS WITH COMMERCE INTERSECTIONS LEAD THE MARKETPLACE ON COLLEGE CAMPUS ACTIVATIONS

OPPORTUNITY


BECOME AN INTEGRAL PART OF THE OHIO STATE COMMUNITY REMAIN A CONSISTENT PRESENCE BREAKING THROUGH AT KEY MOMENTS IN TIME EDUCATE STUDENTS ON NIKE+ THROUGH CHALLENGES WITH RELEVANT PAYOFFS ENGAGE AND COMMUNICATE THROUGH DIGITAL MEDIA CREATE OPPORTUNITY TO TRIAL PRODUCT WITH THE ABILITY TO BUY AND CUSTOMIZE

STRATEGY


ROAD MAP


KEYS TO SUCCESS


NAVIGATING THE MATRIX


GAINED UNDERSTANDING OF CAMPUS CULTURE HIRED LOCAL/IN-MARKET MANAGERS CREATED A STUDENT AMBASSADOR NETWORK ACTIVATED IN WAYS THAT ARE RELEVANT TO THE CAMPUS (PARTNER WITH CAMPUS GROUPS, ACTIVITIES AND EVENTS) BECAME A PART OF THE CAMPUS COMMUNITY

ENGAGING STUDENTS


TWO OSU AND TWO USC AMBASSADORS PROMOTED HUMAN RACE ON A MINI REALITY SHOW OSU VS. USC CHALLENGE – AMBASSADORS RECRUIT FELLOW STUDENTS TO LOG MILES FOR THEIR TEAM ON NIKEPLUS.COM MTVU USED SHORT SPOTS TO DOCUMENT EACH TEAM’S NIKE+ RECRUITMENT PROGRESS THE WINNING SCHOOL RECEIVED $50,000 (AND THE PRIDE OF VICTORY) RESULT – OSU ACCUMULATED OVER 21,000 MILES IN 4 WEEKS CRUSHING USC!

MTVU PARTNERSHIP


NIKE+ CHALLENGE RESULTS


AMBASSADOR TRAINING

PROVIDE BASIC INFORMATION ON RUNNING EKIN CLINIC (EDUCATION ON LUNARGLIDE+ AND NIKE+) GIVE AMBASSADORS TOOLS TO BE “MINI EKINS”

STAFF EDUCATION

500 RPAC EMPLOYEES

CONSUMER EDUCATION

COLLATERAL PIECES PROMOTE NIKE+ CHALLENGES APPLE PRODUCTS – EDUCATE STUDENTS ABOUT NIKE+ TOOLS THEY DIDN’T KNOW THEY HAD VIDEO DEMONSTRATIONS ON NIKEPLUS.COM AT THE HUB

EDUCATION


THE HUB AT THE RPAC


THE RPAC (RECREATION & PHYSICAL ACTIVITY CENTER) EPICENTER OF STUDENT ACTIVITY 8,000 STUDENT VISITORS PER DAY LARGEST ON-CAMPUS RECREATIONAL FACILITY IN THE WORLD THE HOME OF THE HUMAN RACE HUB

THE HUB THE HUB SERVED AS NIKE’S EPICENTER OF ACTIVATION FOR THE HUMAN RACE GIVING US THE OPPORTUNITY TO ENGAGE ONE ON ONE WITH THE STUDENTS HUMAN RACE PROMOTION NIKE+ EDUCATION AND TRIALING LUNARGLIDE+ TRIALING TRAINING RUN AND SPECIAL EVENT PROMOTIONS

THE EPICENTER


DIGITAL – BE WHERE THEY ARE


EVENTS


THE NIKE+ HUMAN RACE


3500+ REGISTRANTS AVERAGE AGE IN 2009 – 23.8 AVERAGE AGE IN 2008 (CHICAGO) – 30.8 1600+ FACEBOOK FANS TOTAL COLLATERAL DISTRIBUTED – 21,600 APPROXIMATELY 578 LUNARGLIDE+ TRIALS APPROXIMATELY 462 SPORTBAND TRIALS

RESULTS


WINS ESTABLISHED THE FIRST EVER CONSISTENT NIKE CAMPUS ACTIVATION ENGAGED, EDUCATED, AND EXCITED A NEW, YOUNG CONSUMER BUILT A NIKE+ COMMUNITY ON A COLLEGE CAMPUS ELEVATED THE DIGITAL COMMUNICATION STRATEGY TO BETTER CONNECT WITH STUDENTS LAID THE FOUNDATION FOR FUTURE PROGRAMMING AND CROSS CATEGORICAL ACTIVATION

CHALLENGES A NEW MARKET AND NEW CONSUMER REQUIRES MORE TIME TO PROPERLY PLAN, ACTIVATE, AND ENGAGE CREATING MEANINGFUL RELATIONSHIPS AND ACTIVATING “OUT-OF-MARKET” INTEGRATION WITH BUCK ID STUDENT DEBIT CARD MAINTAIN STUDENT MOTIVATION (AMBASSADORS AND CONSUMERS)

WINS & CHALLENGES


ACTIVATE CROSS CATEGORICALLY LEADING WITH RUNNING AND BASKETBALL DEVELOP A YEAR LONG NIKE+ CALENDAR BUILD PROGRAMMING AND TRIALING TIED TO KEY PRODUCT LAUNCHES LEVERAGE CAMPUS SPORT MOMENTS CREATE A CAMPUS ENERGY SPACE TO DRIVE BRAND PROGRAMMING AND COMMERCE OPPORTUNITIES

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GO BUCKEYES!


Ohio State Human Race