Energize Shanghai’s youth to play harder by making Nike's new line of bandaids "Badge of Honor," a symbol of athletic pride. The campaign needed to inspire kids at scale and deliver the personalization they crave through unique incentives.
To support the launch of the "Badge of Honor" collection, we installed 16 egg twister machines at 7 locations throughout Shanghai, the week leading up to the city's Kids Run on Children's Day. Using QQ, the young passers-by could scan a QR code on the screen of each machine and receive an Egg Twister containing a Nike bandaid, while unlocking a special QQ motion filter to share on the platform. On Children's Day, we moved the machines to the run's finish line, so the young athletes could express their competitive spirit and amplify the creative designed around the "Badge of Honor" collection. Other communications included digital video, search and OOH.
Nike became the first brand to partner with QQ to create this first-of its-kind “motion unlock” custom experience. The machines were scanned and twisted 9,189 times in this 6 days campaign, with 1M QQ filter usage! The results captured Children’s Day interest, generating a staggering total of 1.7m impressions and driving site traffic to 9.46K visits.