LOGO USAGE 1 SUCCESS CASE Nike DESAFÍO Nike is a multinational company from the United States dedicated to the design, development, manufacturing Nike used Foursquare and Swarm to communicate and commercialization of sporting goods: shoes, two campaigns in Mexico, which introduced the clothes, equipment and accessories, among others. following challenges: It is one of the largest suppliers of sporting shoes and clothing, whose mission is to provide innovation and to To promote the campaign inspire all athletes of the world. “Nike Run Clans” which consisted of choosing a team (among the following options: Bosque De Chapultepec, Iztapalapa, Condesa, Coyoacán, Coapa, Satélite, Lindavista, Churubusco, Del Valle, Tlalpan and UNAM) Nike and helping it, through Nike+, to add kilometers and become the winner. The Nike Run Clans campaign was launched right before “We Run México”, with the purpose of preparing participants, promoting training and encouraging them to stand out as the best runners. 0 46.631 0 Tips Seguidores Siguiendo Publicize the Zoom Structure tennis shoes + Seguir a Nike The new tennis shoes launched by Nike, for men and women, are characterized for having a new high Maestría response cushioning technology called NIKE ZOOM AIR, which allows for a quick start. The main objective of the company was to promote campaigns in an innovative manner, in line with its mission. Deportes SOLUTION To promote the Nike Run Clans campaign and the launch of the Zoom Structure tennis shoes, the following formats offered by Foursquare and Swarm were used: NIKE RUN CLANS 2 1 FOURSQUARE AUDIENCE PLACE BASED ADS (PBA) NETWORK (FAN) For the Nike Run Clans campaign, Used to impact Foursquare and Swarm the following categories were used: users on the web. The ads reached the following groups: Outdoors Recreational Business Travelers Sports fans The call-to-action used led to a landing page with more information and details Super buyers Professionals TENIS ZOOM STRUCTURE 2 1 FOURSQUARE AUDIENCE PLACE BASED ADS (PBA) NETWORK (FAN) Regarding the launch of the Zoom Used to cause an impact on Foursquare and Structure Tennis shoes, the campaign was Swarm users on the web. guided by 5 specific categories: The ads reached the following groups: Travels Purchases and Services Transports Business Travelers Students Arts & Entertainment Professionals Health Aficionados Professionals Arts & Entertainment Enthusiasts RESULTS 452.000 3% 4% 1.500.000 Impressions Action Rate Place Based Ads Action Rate Place Based Ads Impressions Place Based Ads Zoom Structure Campaign Campaign Nike Run Clans Foursquare Audience Network THE KEYS TO SUCCESS THE USE SEGMENTATION BY CATEGORIES OF THE APPROPRIATE ADS AND AUDIENCES: The use of Place Based Ads and Foursquare With the segmentation possibilities offered Audience Network allowed for a great coverage by Foursquare and Swarm, Nike could reach and frequency, reaching users not only when target consumers, through each one of the they were in Foursquare and Swarm, but also campaigns, according to their life style and when they were online. the moment they were in. "We wanted to do something different and Foursquare and Swarm helped us reach this goal. The various possibilities of segmentation by categories allowed us to reach the most adequate audience, at the precise moment. Also, thanks to the possibility of reaching the Foursquare audience outside the application, we were able to share our campaigns with a lot more people”. Sarah González del Villar Brand Comms and Digital Coordinator – Nike México Foursquare’s Exclusive Ad Sales Partner in LatAm [email protected] | @IMSCorp | www.imscorporate.com.