Another strand of Nike’s expansive, multi-phase and multi-market Women’s World Cup marketing programme sees the sportswear behemoth launch a custom in-store activation and digital tool which aims to enable supporters to create personalised posters of themselves as a soccer star.
The customisable experiential initiative is installed in flagship stores in key cities – including in Amsterdam, Berlin, London and Paris – and it is supported by an online tool at Nike.com for those unable to get to their nearest store.
The initiative, developed and delivered in harness with Unit9, a tech-led marketing innovation specialist and production studio, invites in-shop to step inside a bespoke booth in which they will have a photo composited against a backdrop of cheering football supporters.
Plus, an additional personalisation strand is available with the addition of individual straplines – with the resulting visual product presented as an A2 print and digital copy.
“We always enjoy working direct with Nike on in-store activations because it gives us a chance to unite all our multidisciplinary skills. But it’s particularly satisfying to contribute to a campaign that inspires and empowers our next generation sporting talent, particularly female athletes,” commented Unit9 managing director Rosh Singh.
A further strand sees the most impactful posters showcased on a prominent OOH display boards in each city – eg in London at Piccadilly Circus on Sunday 16 June.
Comment:
Another inventive in-store sports initiative from Nike which reminds us a little of the kindd of creative thinking that was behind its 3D AR LeBron in-store dunk poster in LA back in February (see case study).
This is just one of an impressively broad and deep marketing programme around the Women’s World Cup from Nike.
One that ranges from its USWNT ‘Dream With Us’ initiative (see case study), as well as a shoppable Snapchat shirt promotion (see case study) and its brilliant ‘Before That’ spot in Argentina (see case study), to its UK rapper-narrated Instagram story spots about some of England’s star players (see case study) and its star-studded ‘Dream With Us’ global campaign (see case study).
Links:
Nike
https://www.instagram.com/nike/
https://plus.google.com/u/0/+nike
Unit9
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