Nike Launched The Conference Into The Basketball Game, Starting With Erwin'S Boots.

Nike's new Carey Owen signature boots Kyrie 2 launched last weekend, but they launched the conference online.

They came to the game company 2K and the streaming media platform Twitch, and directly communicated with the fans of the game in the NBA 2K16 game scenario.

Fans do not have to wait in advance to queue up, and watch the live broadcast as they usually do before the computer.

This Saturday, Erwin will spend an hour online answering the questions of netizens. Then he will play the role of the game (Cleveland's all star lineup) and the netizens. The live MyPark function of the game is used to enter a custom street course. Any team that beat Erwin can get a pair of free Kyrie 2 signature sneakers.

Alfie Brody, vice president of marketing at NBA 2K, says this is the first time MyPark has held such a product.

And it is very suitable for interaction between players and fans.

Nike billboards of new sneakers can also appear on the edge of virtual courts.

Nike chose the world's most popular NBA game, which is commonly known as 2K's online basketball tournament in North America in October. It sold more than 1 million 100 thousand copies in retail stores on the first 7 days of its sale, not counting.

The purchased live platform Twitch attracts 100 million people to watch online every month. John Imah, the senior brand cooperation manager of the company, says that the streaming media community is the 15-35 year old consumers who want to communicate most.

"Live by Twitch.

2K and NBA can also please many people at the same time -- media, gamers, fans and first shoe collectors.

Imah so.

Try to recall the Nike ads you saw on TV in recent years. It's not surprising if you can't remember.

Putting more and more effort into the marketing of social media is exactly what they are doing.

Although the marketing cost of Nike reached US $320 million in 2015, the advertising cost of TV and print media in the US has been cut by 40% over the past three years from 2010.