The Nike KD9 Premiere
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The Nike KD9 Premiere Observing the launch of the Nike by @trungho KD9 through Twitter and Snapchat. Image: @Postmates
Transcript of The Nike KD9 Premiere
The Nike KD9 PremiereObserving the launch of the Nike
by @trungho
KD9 through Twitter and Snapchat.
Image: @Postmates
Nike is a best-in-class example of creating an
experience around a brand through events and content.
Recently there’s been a lot of unique pop-up events that Nike Basketball has organized along
with creative partnerships.
Like the Ky-Rispy Kreme #KYRIE2 Tour
Cleveland, OhioMay 17, 2016
Image: @NikeBasketball
And the Nike Flex Truck (#DrayArea!)
San Francisco, CAJune 3, 2016
Image: @LizONeal, @shanetroach
On June 26th, Nike held a launch event for Kevin Durant’s newest signature shoe, the Nike KD9.
Image: nike.com
The day’s events were set in New York City.
But the audience was really anyone with a phone…
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So here’s what Nike did.
The Day Before… (June 25th)
On Twitter and Snapchat Creating Buzz
@nikeNYC @nikebasketball👻 nikenyc
Promote “Evolutionary” Theme 9 Seasons of KD Evolution
#KD1 #KD2 #KD3
#KD4 #KD5 #KD6
#KD9#KD7 #KD8
Postmates is an on-demand
delivery service that aims to
deliver anything sold in a
store or a restaurant in
under one hour.
Partnerships Nike Partners with Postmates
KD9 Premiere Day (June 26th)
Location: Niketown New York Setting the Stage
Image: @NikeBasketball
Location: Niketown New York Setting the Stage
Image: @xerojuan, @smokinaces1
Twitter and Snapchat Getting Ready
Twitter and Snapchat Getting Ready
Niketown New York Kevin Durant Arrives at Niketown
Niketown New York Inside Niketown
Community Aspect Zoom League Players Invited
The Zoom League is
a citywide basketball
league in partnership
between Nike and
the NYC Department of Youth and Community
Development.
Event Special Features KD 360 at Niketown
Technology powered by Big Freeze Worldwide
Come down to Niketown and
get your KD 360 video on a billboard!
Nike x Postmates Partnership is Functional
Postmates App
Looks like Joe is happy!
Nike x Postmates KD Gets Involved
Nike x Postmates (P.S. Sweet ride, Easy Money.)
Image: @The_real_Jobby
Nike x Footlocker Autographs + Q&A @ House of Hoops
Final Event Basketball at Dyckman Park
The KD9 Premiere lasted over five hours and took
place in at least four different locations
throughout New York City.
The entire day was broadcasted live on Twitter
and Snapchat.
In essence, the event proved to serve two purposes in marketing the new KD9’s:
Create an experience around the KD brand, while using
the event as a stage to produce digital content.
Image: Jed Jacobson/The Players’ Tribune
Thanks for reading!
@trungho
