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It's All Net: Integrating Interactive Channels
JordanZone.com
- Jordan Shoes, Air Jordan Shoes, Michael Jordan Shoes
New York,NY USA
(Jordan Zone) Integrated marketing campaigns may
be a dime a dozen, but making several communication
channels work in harmony can be a taxing experience.
One company recently used three trendy media to
achieve a common goal. Its success is sure to
have you considering the same.
When business strategy and marketing management
firm Blast Radius and Jordan, a Nike division,
wanted to promote the latter's newest product,
they knew they had to come up with something fresh.
The target audience for the Air Jordan XX (AJXX)
is young, hip, and mobile. The campaign had to
address these characteristics in a memorable way.
The solution was a "primetime" Internet
marketing campaign designed to generate buzz prior
to the product's February 19 release. It employed
not only online marketing but also mobile and
desktop marketing.
"We wanted to focus on an integrated campaign,"
says Roman Vega, Jordan's brand manager. "Our
age range is 16-20, with the sweet spot being
18, and consumers that age aren't always watching
TV. We need to go where they are."
The campaign, which ran from January 16 to February
4, encouraged consumers to register online to
participate in an upcoming interactive game hosted
by Spike Lee. Each night at 8 p.m. EST, players
could visit the Jordan brand site to view a rich
media clue. The clue was associated with one of
20 different symbols featured in a "tapestry
of icons" on the AJXX shoe's straps.
Each symbol represents a milestone in the life
of Michael Jordan, the brand's namesake, and creates
something of a visual autobiography. Sixty-nine,
for example, signifies Jordan's career high in
scoring. Fifty-five marks the number of points
he scored on the New York Knicks after returning
from his first retirement.
"Michael is no longer playing, so he's not
able to validate the performance aspect of the
shoe," said Vega. "Strategically speaking,
we wanted to rekindle people's passion and connection
to MJ's legacy."
In addition to accessing clues online, players
could have them sent to their mobile phones as
text messages or voicemail. They could also download
a desktop application, the Jumpman 23 Launch Clock,
to receive bonus clues via streaming video. There
were media buys on MTV.com, ESPN.com, and Vibe
Online, the online component of the urban music
magazine. The campaign (particularly the desktop
application) was also promoted in about a hundred
key Nike stores and urban retailers.
After all the clues were disseminated, players
could participate in the game itself. In the online
trivia tournament, Lee challenged players to uncover
the symbols' meaning using the clues they had
collected over the previous 20 days. Winners received
Jordan shoes and apparel. One player was awarded
a trip to Denver to participate in the product
launch during the upcoming NBA All-Star Weekend.
The decision to use three different media to distribute
contest clues appears to have worked. As a result
of the campaign, traffic to the Jordan brand site
doubled over the same month last year (additional
statistics are still being compiled). The tactic
not only made the contest more accessible and
convenient for players, it also helped define
the brand.
The campaign's online component continues to run
and is updated daily.
"Teenagers love to discover new elements
and to assess their own knowledge," said
Vega of the decision to include an interactive
contest in the integrated campaign. "Guys
are competitive, and they know that knowledge
is power."
Here's hoping the knowledge Internet marketers
gain as a result of this campaign will prove powerful
as well.
By Tessa Wegert
ClickZ News
February 10, 2005
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