Nike uses mobile to promote new sportswear collection and mobile magazine “Nike 8 Mobizine” (Philippines)

Nike Philippines is running campaign of the launch of its new Nike Sportswear Collection and to grow the interest around its new mobil magazine, Nike 8 Mobizine.”

The new Nike Sportswear is revolves around eight icons. Nike came in contact to Yahoo to help attract people to the launch of the Nike 8 Mobizine. Over the course of the two-week campaign, 22,000 clicks were sent to Nike Mobizine and a 5.09% click through rate was achieved on the first day when banners ran across the Yahoo Mobile homepage.

Nike developed ad creative specifically for the mobile user as they wanted to reach their audience where they are on the go,” said Zealous Wiley, senior manager of public relations at Yahoo Mobile, Sunnyvale, CA.

The Mobilizine was launch to support the marketing process for the Nike Sportswear Collection.

Mobizine, short for “mobile magazine,” covers the stories behind each of the 8 Nike Sportswear icons, including exclusive mobile video content featuring icons in the local music and sports scene and updates on what’s up and coming at the Nike Sportswear retail installation store.

An integrated campaign was put together for the Yahoo Philippines mobile Web homepage, PC homepage and mobile messenger for first two weeks of launch.

The Yahoo Philippines Mobile homepage ran the Nike Sportswear banners for two weeks between August and September while Yahoo Mobile Messenger ran banners for a week.

On the PC, standard banners ran across Yahoo Philippines homepage for a week, driving traffic to switch to their mobile sets to visit the Nike 8 Mobizine.
The company also has strong partnerships with major mobile carriers in the country and currently reaches more than 95 percent of mobile subscribers in the Philippines.

According to Yahoo, brands need to develop content relevant to mobile ad creative.

Yahoo has three reccommendations for brands:

1. Integrate mobile into the overall marketing campaign Nike maximized its mobile investment by integrating with non-mobile – PC, print and other – campaigns.
2. Keep it simple In mobile, less is more. Inherent limitations of mobile – typing, navigation, latency – require that mobile Web sites make it easy to find information that users are looking for. Nike kept the call-to-action obvious, simple and capable of being fulfilled from a mobile device.
3. Embrace the medium Mobile users are on-the-go. They use the mobile Web to communicate, for entertainment or because they are looking for specific information quickly. Use mobile to address these needs. Nike kept the Web site interesting for users to have fun and pass time while learning about the products.

(Credits: Giselle Abramovich)
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