ASIA PACIFIC – SHANGHAI, CHINA, JANUARY 18, 2012: After the launch of the Nike Kobe VII System campaign, a customizable basketball shoe system using removable cushions and straps, Mindshare follows through with Social DNA, a digital dynamic messaging platform for the international sporting brand. A media first in China, Social DNA 1.0 kicks off today.
The platform includes a digital display ad unit that syncs with users’ public profiles from social networks QQ, Ren Ren and Sina in order to create a more personalized brand experience.
“The nature of our audience demands a new approach to marketing communication. Our consumers are bombarded with a plethora of online adverts which eventually becomes white noise. Nike’s digital communication will be tailored to their audience with meaningful message delivery based on their individual social behavior online – that’s why we call it Social DNA,” said Gordon Domlija, Mindshare Shanghai’s managing director for key international accounts.
Based on consumer insight (CNRS, June 2011), 30% of those aged between 15 and 23 years old do not pay any notice to online advertisements.
“We are very pleased with Mindshare China’s clever thinking and most of all, for leveraging on real consumer insights to come up with this innovative, results-driven initiative.” Said Vicky Huang, Nike Brand Communication Media Supervisor, Nike China.
Social DNA is part of the Nike Kobe VII System campaign, which will conclude on February 29. Versions 2.0 and 3.0 of Social DNA will be rolled out on February 2012.
Find out more at www.nikebbn.com.cn.
