Background
To promote the global campaign “GAME ON, WORLD,” Nike launched its second annual “Festival of Sport” (FOS) event at Shanghai Stadium, aiming to inspire Chinese youth to engage more in sports. Over four days, the event attracted 50,000 participants.
Recognizing the low engagement in sports among Chinese youth, Nike initiated the “Festival of Sport” in 2011. The goal for 2012, dubbed FOS 2.0, was to build on the previous year’s success and promote the new Nike+ product line.
AKQA was the first agency to collaborate with WeChat, integrating their QR code technology to create an interactive badge-collection game that kept participants engaged and active throughout the festival.
Responsibilities
As the Account Executive lead for Nike at AKQA, I handled all client relations and oversaw the creative production, delivering a four-day event that seamlessly blended in-person and digital experiences.
Core skillsets
- Client service
- Account management
- Digital strategy
- Creative production
Key teams and stakeholders
- Nike
Innovation
We revolutionized the FOS experience by integrating WeChat’s full range of features with Nike+ technology. Using WeChat’s QR reader, participants could scan codes to earn Nike+ Fuel points and unlock hidden missions. We also utilized WeChat’s voice messaging to guide participants, creating a truly immersive experience.
Additionally, we developed a unique online platform (https://gow.nike.com.cn) that synchronized private performance data and showcased achievements through virtual “badges” on Nike Fuelstream and WeChat Moments. By sharing their badges, participants helped spread the word about FOS 2.0 to their friends.
Outcomes
01
22,000 participants
In just 4 days, Nike FOS 2.0 engaged nearly 22,000 participants.
02
11,999 QR scans
From Day 1 to Day 4, QR mission scans surged from 1,256 to 11,999, nearly a tenfold increase. Similarly, QR activity scans on Day 4 skyrocketed from 456 to 7,997, an almost 18-fold rise.
