Creative Direction, UX Designer, Agency Owner
Nike's NIKEiD partnered with HighSchoolSports (Gannett) and Billups Design to envision and create a successful contest.
To attract tomorrow’s athlete, Nike expanded their core target younger to include 12-17 year olds. To reach this elusive teen online, Nike wanted to promote the “build your own shoe” functionality of NIKEid.com on HighSchoolSports.net.
To engage with them, BD focused on key audienceinsights. Today teens: 1. share a need for self-expression
2. look to their peers for recognition and approval
3. socially interact online with expertise and high UI standards
And especially important, teen athletes are members of “school team tribes” with mascot and school colors.
To tap into these motivations, BD leveraged the site’spowerful database of 18,000 high schools to create The NIKEiD “Show YourColors” Contest. The contest set up a“School vs. School” and “Shoe vs. Show” online rivalry and let teens:
The four most popular designs would win NIKEiD gear foreach designer and their chosen school team. To drive awareness and clicks, BD created dynamic “DESIGN.VOTE. WIN” ads and “Show Your Pride” school pages that pulled unique mascot names and colors. And collaborating withR/GA, BD built an exciting online experience that integrated the NIKEiD shoebuilder with school “tribes” across the country.
How did this colorful battle of teen “tribes” turn out?The NIKEiD “Show Your Colors” Contest created a splash on HSS.net for 45 days. It generated:
• over 2000 shoe designs and contest entries
• over 65% of entries from teens
• over 200,000 votes for favorite designs
And the Billups code enabled Nike to view detailed popularity data of each shoe.