ASIA-PACIFIC – SHANGHAI, CHINA, AUGUST 14, 2012: China’s very first sports brand subscription platform for Nike wil see the light of day through WeChat.
Developed by Mindshare China and Tencent Technologies, "Nike Sports-on-the-Go" is where sports fans are encouraged to subscribe to the Nike WeChat platform, which is available on Android and Apple smartphones. Upon activation, fans would be able to activate daily news feeds on the Nike site and create one-on-one conversations.
“WeChat is our ultimate platform to build up our CRM system,” Said Vicky Huang, media manager of Nike Greater China. “We want to deepen the connection with consumers, from broadcasting to conversations; from „one to many‟ as well as „one to one.‟ 2012 is definitely the year of WeChat. With the 4.2 version launched, we see more opportunities to strengthen our communication with consumers.”
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“We chose the WeChat platform because mobile penetration for China‟s youth is extremely high, tipping over 50%. In terms of usage habits, youths practically depend on their mobiles for all forms of communication, be it online chatting, music, surfing blogs/ spaces/ photo sharing.” Said Stella Jamie Lui, partner, digital (Team Nike), Mindshare Shanghai.
The campaign will be launched on the WeChat app this month.
