How did Nike 6.0 Raise Brand Awareness in the Vans-Dominated Skate Shoe Market?
Solution: BeCore devised a non-traditional marketing campaign that appealed to skaters, snowboarders, surfers and BMX riders, ages 15 to 34. Using the Nike 6.0 mutant logo, BeCore produced 4-inch rubber mutant figures in colors corresponding to various action sports. Red, skate; blue, surf; white, snow; and green, BMX. The mutants were then hid in 10,000 locations across the USA, and each mutant featured a tag driving the finder to a special website. There, participants could get more info on Nike 6.0 products and brand, as well as register for a contest by describing where and how you found your Nike 6.0 mutant. Results: More than 100,000 hits in one month and more than 25,000 pairs of shoes sold.
