Nike Created a Virtual #AirMaxLine for Sneakerheads on Instagram
Laura McQuarrie — May 2, 2018 — Marketing
References: postvisual & coloribus
The excitement and anticipation of getting one's hands on a newly released product is often dampened by the reality of having to wait in line for hours upon end, but Nike found a way to transform the mundane into an engaging experience with its #AirMaxLine campaign.
For the release of the Nike Air Max in Japan, Nike created a virtual waiting line on Instagram, making the most of a new feature on the social media platform that allows users to follow hashtags. Fans were invited to visit a dedicated website and create a personalized avatar and digitally join the queue for the sneakers. By joining the virtual #AirMaxLine on Instagram, sneakerheads were able to put themselves in the running for a pair of the Air Max shoes.
For the release of the Nike Air Max in Japan, Nike created a virtual waiting line on Instagram, making the most of a new feature on the social media platform that allows users to follow hashtags. Fans were invited to visit a dedicated website and create a personalized avatar and digitally join the queue for the sneakers. By joining the virtual #AirMaxLine on Instagram, sneakerheads were able to put themselves in the running for a pair of the Air Max shoes.
Trend Themes
1. Virtual Queueing - Opportunity for companies to create virtual waiting experiences for product releases, enhancing customer engagement and minimizing inconvenience.
2. Hashtag Following - Utilizing social media platform features to enable users to follow hashtags, opening up new possibilities for brand interactions and campaigns.
3. Personalized Avatars - Growing trend of creating digital avatars to enhance online experiences, offering unique and customizable representations for users.
Industry Implications
1. Retail - Retailers can adopt virtual queueing systems to transform traditional product release waits, increasing customer satisfaction and driving online engagement.
2. Technology - Social media platforms can further develop hashtag following functionalities, enabling brands to leverage the feature for innovative marketing strategies.
3. Gaming - Integration of personalized avatars within gaming platforms can enhance user immersion and provide gamers with unique identities and experiences.
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