Nike Go Skateboarding Day Generates Social Buzz - Event Marketer

Nike Go Skateboarding Day Generates Social Buzz

DB_Nike1_2015 Ex
Brand: NIKE
Agency: ON BOARD EXPERIENTIAL MARKETING
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2015

When it came time to promote its new skateboarding-inspired shoe, Nike did what others deemed impossible: It lifted the ban on skating at the West L.A. Courthouse, a site used by some of the sport’s original stars, featured in classic skate videos and illegal to skate at for nearly a decade.

Taking advantage of Go Skateboarding Day on June 21, which coincided with the launch of the brand’s Paul Rodriguez 8 skateboarding shoe, Nike created an irresistible experience for local skateboarders, closing off seven blocks of residential streets to allow for a safe, collective skate to the courthouse. But the brand didn’t just broadcast the plan to take over the site; it invited everyone to join Nike SB at the nearby Stoner Skate Park to grind it out with Rodriguez, and alluded to a nearby spot being “unlocked.” Social media handled the rest.

During site construction, local skaters began noticing activity at the courthouse and before long, pictures and rumors started flying across social channels. The Nike SB app was also utilized to promote the event and reward its skate-addicted users with VIP treatment and product giveaways. As an added bonus, the event was supplemented by pro-athlete demos, games of S.K.A.T.E. contests, an athlete Q&A session and opportunities to try out the new Paul Rodriguez 8 shoe.

The program generated 117,000 Instagram likes on photos posted by Rodriguez, 3.3 million impressions and the attention of more than 2,000 attendees. As an unexpected bonus, the city agreed to leave the courthouse “unlocked.”

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