MSS02. Sponsorship & Event Marketing

One of Nike Basketball's biggest missions is to bringing basketball to a wider audience. 

 

We found an amazing insight - Many people's first basketball experience and gateway to become a basketball fan is not any NBA game, it's at their high school basketball match. Seeing a peer play, compete and win is powerful and much more emotional.

 

We organized the Nike High School Basketball League, and it's not your typical high school basketball game.

 

48 schools in Beijing, Shanghai and Guangzhou entered the game, and 12 high schools entered the city-level semi finals. 

 

The finals attracted 2.8 million views on Tencent，games were engaging and inspired 118,000 comments, Social media has 61 million viewership on the topic. The hype was soon picked up by mainstream sports channels. The players and games were featured in China's national sports channel CCTV 5 as well as local sports TV stations.

Sleepdays is a new bedding manufacturer which has lower name recognition and few stores. Our objective was to get more customers to experience the quality of our vaunted products.

 

In Japan, half of the highway accidents are caused by drowsy driving.

So, we opened the world’s first hotel at a rest area on the Tomei Expressway, which has the largest traffic volume in Japan for such hardworking Japanese drivers.

Guestrooms are the driver’s cars. We made the car relaxing hotel room with Sleepdays’ products.

 

When a driver arrives in the rest area, Sleepdays’ concierge turns the car interior into a comfortable bedroom like a hotel suite.

 

We also offered a wake-up call so that drivers won’t oversleep, and a room service that delivers meals and drinks. 

 

In this way, countless number of parked cars were transformed into the guest rooms of HOTEL HIGHWAY, and and a new media of products.

Half a billion Chinese people travel to see family and friends every New Year. And they all need food to power their journey because you’re not you when you travel hungry.

 

So in 2018, we partnered with one of China’s biggest domestic carriers, China Eastern Airlines, to develop a hunger-free flight – SNICKERS AIR.

 

Boarding with the world’s first edible boarding pass, receiving a hunger safety announcement and treated to a special in-flight meal, we used media to own the journey home during Chinese New Year 2018, driving up net sales value by 68%.