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Build Your Own Nike Shoe -- Above Times Square by: Kris Oser

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Build Your Own Nike Shoe -- Above Times Square by: Kris Oser

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  1. Build Your Own Nike Shoe -- Above Times Squareby: Kris Oser Article from AdAge.com Presented by: Inge Krippaehne

  2. Bigger and Better Promotion Idea • Nike purchased 23 story media space on Reuters Building in Times Square • Used this space to promote the NikeID campaign • 1.5 million people see this sign every day

  3. What does this billboard do? • Call a toll-free number to connect with the technology • Use phone pad to custom design the shoes right in front of your eyes • Pick colors of laces, swoosh, uppers and mid-sole • Add initials or other personal id’s • Sends this picture and where to buy it in an SMS text message to the phone • Can only use this from 12-1pm and 3-5pm

  4. Cost of Times Square Ads?? • Costs for Times Square advertising • $200,000 to $350,000 per month just for the space • Additional costs foractual signs • More or less depending on location • Ex: J.P. Morgan Chase- $10.3 billion investment

  5. Is this going to work? • The campaign seems to work in that Times Square area due to the same types of interactive signage and promotions • It will allow for much more brand awareness and ability to market the NikeID campaign better • Excellent way to use this expensive advertising space and advanced technology

  6. Results? • “The more you allow people to stop what they are doing and interact with a brand, the better it’s going to be”– John Mayo-Smith, Vice President of agency that handled the campaign • Only launched last Monday • No new results yet on weather it is working or increasing sales yet…

  7. Sources http://www.adage.com/news.cms?newsId=44959 http://www.adage.com/news.cms?newsId=44983 www.nikeid.com