Brand Online Marketing In Nike Internet Era

In July 24, 2008, the world's top marketers went to Shanghai to gather the wisdom of Tencent.

2008 efficient online marketing summit.

Tencent CEO Ma Huateng attended the summit.

This is the "most grand narrative" of the global marketing industry in China before the opening of the Olympic Games, the Tencent network, after the Beijing summit in April this year, once again warming the rapid growth of the online marketing market.

The following is a record of Nicholas's brilliant speech delivered by Nike digital marketing director.

(Moderator: as an industry leader, Nike has guided the trend of online marketing in the Internet age by actively responding to market changes in the past, through new ways of thinking, new content communication and new channels.

At this summit, Nike will share with us a series of cases.

For example, how do they start from the cognition of today's consumers, such as the behavior and attitude of different consumer groups, how to develop a targeted series of products successfully, such as Nike ID, cool running with Tencent, Nike sports community co operating with Tencent, and so on.

Next, we invite Nicholas, director of digital marketing of Nike, to give us a speech on "brand online marketing war in the Internet Era".

Yes, please!

Nicholas: before I start, I must point to you. I'm sorry, I'm not formally dressed today.

Second, I'm sorry. I want to speak English today.

What I am talking about today is how to adapt to the trend and make use of the Internet in this era.

This is an exciting topic.

This topic is actually talking about how to use digital platform to build our platform, so that consumers are more excited about digital channels.

I came to China 10 years ago, when there were no products like QQ in the US.

The world today is different.

I am a Nike person.

We will put a lot of videos to cheer everyone up.

This is the first one.

(video) Nicholas: why do I want to play this video for you? Because I often use this video. This video is a good example for me.

Seeing so many excellent athletes, he has brought us inspiration and innovation.

Nike has also brought inspiration and innovation to world athletes.

As you can see, if you have a body, you are an athlete.

If you can run and leave your chair, even if you are in a wheelchair, you are an athlete.

Anyone can be an athlete.

On this theme, one of the things that excites us most is inspiration.

Irrespective of whether it is marketing under the front line or offline marketing, we all hope to bring about innovation.

Nike's products are excellent. We also do some online marketing, hoping to bring inspiration and innovation to everyone.

Why do I always get excited when I have a meeting?

Next, you will see that this is the era we are in.

If I were an advertiser 30 years ago, I could do TV commercials, do some print ads, and do some straight tours.

And this video shows you what cool things the traditional media did at that time.

(video) Nicholas: there is no doubt that we have gone through a wonderful brand and our brand building is great.

The picture on the left is in 1994, when the Olympic Games were held in Losangeles. This is a very symbolic place.

This is a very good advertisement.

In fact, it summed up all the essentials of Nike.

No matter where you go, you can see that there is no finish line.

In 2002, we had another Idol style advertisement.

What makes me more excited is the next video.

You must look carefully, because this is also a typical Nike style.

I have brought some gift bags. If you answer my questions correctly, I will give you a gift.

Nicholas: you see athletes in advertisements, TV commercials and poster on the surface.

I have a very difficult question next. What three new media forms have Nike inserted into the video tapes?

Who can answer?

I have a nice Nike T-shirt here.

There must be someone who has found the answer.

Anyone?

I will not tell you very much about PPT. I have no way to explain our strategy in 30 minutes. Let me show you what cool things we have done in Asia in the past one or two years.

The first is an activity in Beijing last year, which is a shoe activity.

As a digital media, every time I do activities, I want to see my customers online, this is my product.

I am a sports company. I want everyone to go out and have to think of a way.

It's not just playing games, but of course it's part of it.

I want them to do some outdoor activities.

This is an activity we did last year, an activity done in Beijing.

(playing video) Nicholas: it's very simple.

Send it to your cell phone with Bluetooth, then run to another store, and see which is fast after you arrive.

You can check the fastest time.

24 pairs of shoes can be delivered to each store.

I think this is a good idea.

It is a very important thing to link this line and line together. This is what we need to do.

Not only is it done online, but also the online people are dragged to the line, pulling people online to buy our products.

The other is to use mobile phones, and more and more people interact with them.

This is a British activity, Nike ID. (play video) Nicholas: as we all know, Nike ID is the embodiment of individuation.

That is, what color you want to make on your shoes, choose a shoe in our series, choose what kind of bottom, and what kind of edges you can finish in six weeks.

So everyone's shoes are different.

You can send your shoes to see how the picture is applied to your shoes, so that the mobile phone has a very good wallpaper.

This is an activity we do in China.

This is a basketball game.

We have a basketball court here. We built a basketball court with different activities.

The above is in Beijing.

We can advertise here.

There's an advertisement on the left.

The key point is that we have products over there. If you buy a pair of shoes, you can buy our T-shirts, which are all on-site.

The next activity is TV commercials.

This is two to three years ago, there is a 50 or 30 seconds of advertising, maybe companies spend a lot of money, you have to put a story inside.

What should we do now?

We do it for 50 seconds and then put it on the Internet. This is an advertisement of English football.

We filmed Ronaldo and put it on the line.

I talked to a colleague from the Asian region. In three weeks, the click through rate of Nike has been rising very fast.

We can use the Internet to express our ideas very well.

(video) Nicholas: you can see advertisements on our website nikefootball.com.cn.

If you watch the video for two minutes, you can understand many details.

And you can understand the whole story.

We see many similar online stories.

We want to create, creativity, we do not want to squeeze it into 30 seconds, no way to give you a moving story.

Every week, new videos can be added, which is a connection of the whole story.

This is what we do.

It has always been a challenge for me. As a sports company, everyone must be allowed to take part in sports.

It's not just a cool thing to do online.

The first is an activity we did in Beijing last year, and we got a lot of support.

(playing video) Nicholas: This is quite successful, that is, using video.

I also want to share with you some of our activities this year.

This is a project that we did together with QQ.

(play video) Nicholas: as you can see, we have made two teams' competitions in this kind of activity.

We have Chinese boys to take part in the training in the United States, and we have a competition.

The whole video is divided into 16 episodes, playing in CCTV, and the result is very good.

Through different applications, online video can deepen it.

We developed a basketball project with QQ, and thousands of people registered to let us think about what happened.

At the same time, we still have some training materials that can be downloaded, and we can take the basketball course to see how to train.

These are deep and interesting activities.

Online activities are different from offline applications and are fully integrated.

(play video) Nicholas: This is a very interesting application, it is an interaction.

Nicholas: This is quite successful, that is, using video.

I also want to share with you some of our activities this year.

This is a project that we did together with QQ.

(play video) Nicholas: as you can see, we have made two teams' competitions in this kind of activity.

We have Chinese boys to take part in the training in the United States, and we have a competition.

The whole video is divided into 16 episodes. It is played on CCTV stage, and the result is very good.

Through different applications, online video can deepen it.

We developed a basketball project with QQ, and thousands of people registered to let us think about what happened.

At the same time, we still have some training materials that can be downloaded, and we can take the basketball course to see how to train.

These are deep and interesting activities.

Online activities are different from offline applications and are fully integrated.

(play video) Nicholas: This is a very interesting application, it is an interaction.

(video) Nicholas: there is not much community in this advertisement, it's not very interactive.

At present, we have done a lot of creative things.

I don't want to talk about Nike ID. It means to make personalized shoes.

If you think about it, if you go to a store, the shoes you buy now are 16 months designer shoes made by fashion designers.

But now you can personalize your shoes online. How wonderful!

Today, I don't wear a suit because I have a cool running project.

What matters is not how you advertise, not how to build your brand. These are not traditional meanings. People who really go online are the first to care about the community.

Another thing that matters is application. Building online applications is valuable for consumers.

So QQ is actually a very good application. QQ's instant messaging tool is a very good application.

Not only media companies are doing these applications, but our customers can also do them themselves.

Nike's cool running is a good application. It can create value for customers, let them use everyday and participate in our conversation.

We have also worked with apple.

If you have such a shoe, you can run a kilometre of it, and you can record it. After you get to the office, you can pfer the data on the recorder to the computer, so you can compete with the Australian brothers and sisters in Paris to see who runs the fastest distance.

This is valuable for customers.

I'm sorry to finally show you a less clear video.

I am writing 3108 figures. This is a 1 million person who wears Nike shoes for long-distance running.

Finally, I will ask you to answer my two question to see who can take the last two T-shirts.

(playing video) Nicholas: at last, I ask you a question which is hard to answer.

But how did it appear on the screen?

My question is what will we do in Shanghai in August 31st?

What will we do in August 31st?

It's running, isn't it?

Thank you very much.