Present BY Zhenyu DAI

Air Jordan since 1985

The well-known series o

f Nike

Target Audience

The main audience and the target of this brand are between 15-25 years old customer.

Big fan of basketball.

Know Michael Jordan

Big IdeaMake more connection between products and Michael Jordan.

Change slogan: Don’t just watch Jordan, become one of Jordan.

Social Media

Activities

Force people to follow ( Mobile App and Social Media)

Lottery gift

Jordan Training Camp

Chance for new product test wear

Local NBA team support

Budget

1.5 million

40% for Facebook & Twitter

10% for Mobile Apps

10% Video ads

20% for Michael Jordan & other great star

Rest of them for Micro-Film

Summary Totally changed strategies ( from technique support to star effect)

Make this theme/topic hot.

Myriads activities on the social network to attract more people

Activity in real life ( training camp)

This is a story about a hot topic leads to a

a hot brand.

ADV 420Thank you

I have learned a lot from this class.

And I never thought that there is a class would like to tell you how to make more fans on your Twitter.

This class is fantastic.

Thanks for everything.