Nike going mobile

With their own WAP site, Nike also joined the band wagon of brands targeting the youth. Following the footsteps of Lee, Nike comes out with their own wap site which is more of a tactical incentive till the world cup. Since their new ad is making waves on TV the users are now able to view the same commercial on the handsets. The full 120 second TVC can be now downloaded to you mobile. Just SMS NIKE to 7007.

Apart form the TVC the user get wallpapers showcasing their new Team India T shirts, Themes and the tune from the commercial. The ring tone of the commercial comes in both Polly and mono tone. The only problem is that the TVC take some time to download (Which completely depends on your GPRS connection). Second is the tunes does not sound that great as it does in the TVC, since they have to be compressed and doing so looses quality.

Even though WAP just being an extension of the Web and the content being noting out of the box. There seem to be a huge demand for mobile application downloads. Nike received around 140000 downloads in just one month. To make the numbers happen no advertising was done on traditional media. Ads were placed on Youtube and other networking sites giving instructions on how to go to the WAP site for cool free downloads.

The WAP site has helped brands in reaching the youth and it seems that India has reached a critical mass on this medium, however we are still far away from Japan, UK and the US where 3G has taken over the mobile space.

Nike and the agency have done a great job promoting the game (Cricket) on all mediums possible, it too bad that our players can’t do the same in keeping the expectations of a billion people. With India out of the world cup there may be chances that we may not see lots of action from this brand for some time.

Bluecasting

What is blue casting?
Blue casting is a proximity marketing tool which enables brands to deliver content and applications to Blue tooth enabled mobile phones.

Can we track the users?
We can track the users, which would mean if a user has opted- in and received some content we know they have received it an, so therefore the next time they come into range they can be sent new content or can be ignored.
We can do city wise targeting in this so the brand can run different campaigns as per their market prioritization.

How did we go about it?
The blue casting unit along with a communication was put in high traffic locations. Once the content is pushed to the user he has to option of accepting it or rejecting it.
This is exclusive LEE content and free of cost to mobile phone users and has nothing to do with the online Lee site. We have a total of 14,000 plus LEE content downloaded either through wallpaper, ring tone, TVC etc etc. We also have plugged in a contest and the correct answer gets them an instant gratification in terms of 10% disc m coupon which they can immediately redeem at the store on his purchase.

Even new applications like the Fit Finder or the Mobile Catalogue have been pushed and according to the stats people have downloaded the entire application. To use the Fit Finder, you need to key in your vital statistics (weight, height and so on) via your cell phone. The Fit Finder will then recommend your best fit jeans. This has been a revolution in the mobile marketing history in India and we plan to continue doing such campaigns for our clients. We also plan to introduce new innovative technologies in the mobile space for the India market which would definitely add value to the brand in its communications to its customers. This is just a first step towards it……

Lee wap site

Why a wap site: - The whole idea on creating a Wireless Application Protocol (WAP) site for Lee was to target the media where we can find our TG. Our first preference was the Online space but after a deeper study we understood that youngster of today spend a lot of their time using their cell phones. The primary use of a cell phone for our TG is for SMS. From our study we also found out that a good 30% + have GPRS connected and actively use this facility for content download. In India we have more than 42 million GSM users and more than 10 Million CDMA users, the A circle being Maharastra, Gujarat, A.P, Karnataka, T.N., Delhi, B’ Circle being Kerala, Punjab, Haryana, UP (E&W), Rajasthan, M.P., W.B & A&N , C’ Circle being H.P., Bihar, Orissa, Assam, N.E., J&K.
The sheer usage and the technological interactivity that this media give convinced us that mobile is the rite medium to tap our TG.

How did we go about it? : - We had the TG and we had our medium the next step was on what to communicate to the TG. After a small research that we did on two WAP sites (Yahoo and Mauj) wallpapers, themes, videos, games and applications were the preferred content downloaded. Hence we created exclusive Lee wap content in the form of Wallpapers, Themes, Mobile catalogue (where the user can see the entire seasons catalogue on his had set), fit finder application (a one of its kind application where you can choose your body structure, and a type of fit you want, the application will recommend the jeans for you) & a game.
The user could just SMS lee to 7007 and he would receive a link to go to the lee exclusive wap site. We have kept in mind that the content has to be refreshed from time to time to make the site livelier. The Lee WAP site has been advertised on offline mediums, mauj and yahoo wap sites. The communication was SMS lee to 7007 to get cool downloads or go to wap.mauj.com/lee on ur gprs enabled phone.

The Result: - The site went live on the 15th of September and we were expecting a download rate of 250 to 300 per day. The fist week we were averaging around 500+ downloads a day and finally after 3 weeks averaged 1,0000 + downloads a day.
As of now the Lee WAP site has a record of 150000 downloads across all applications with a current CPC (Cost per Contact of 8.3 Rs). The Wallpapers and Videos being the highest content downloaded. Apart from completing our objective of targeting our TG through a new age medium and reinforcing the communication by interactivity, Lee is one of the first brands to have an exclusive WAP site.
Have attached a link on the article that was carried out on agecnyfaqs. Lee - "Tapping youth on the move, the Lee way."
Link - http://www.agencyfaqs.com/news/stories/2006/10/03/16085.html_