Air Jordan, a subsidiary of Nike, was launching Jordan 8 Wellington, the very first flagship store in Asia. For the launch, Nike was looking to drive awareness and traffic in-store and boost community engagement around the Jordan Flight Club for fans.
To fire up street buzz, we launched a direct engagement strategy that embraced the spirit of Jordan. Utilising a custom-built, ticket machine disguised as a roving basketball hoop, Jordan fans and urbanites were invited to run, jump, and grab a ticket from under the hoop for a chance to win.
Participants with winning tickets received a limited edition Jordan 30th anniversary gift set to be redeemed at the new Jordan 8 Wellington store. Non-winning tickets invited ticket holders to join the Jordan Flight Club for fan members to enjoy exclusive experiences and first dibs on new releases.
The Jordan Flight Tour stirred a city-wide craze uniting Jordan fans, athletes, and urbanites. The campaign achieved:
- Over 11,000 Jordan fans engaged on the streets of Hong Kong
- 100% of winning tickets redeemed at the flagship store
- 8-day campaign engaging an average of 1,400 fans per day
- 2-hour round the block queue for The Jordan Flight Tour. Created from pure W.O.M, no pre-promotion.