Build Your Own Nike Shoe -- Above Times Square by: Kris Oser Article from AdAge.com AdAge.com Presented by: Inge Krippaehne

Bigger and Better Promotion Idea Nike purchased 23 story media space on Reuters Building in Times Square Nike purchased 23 story media space on Reuters Building in Times Square Used this space to promote the NikeID campaign Used this space to promote the NikeID campaign 1.5 million people see this sign every day 1.5 million people see this sign every day

What does this billboard do? Call a toll-free number to connect with the technology Call a toll-free number to connect with the technology Use phone pad to custom design the shoes right in front of your eyes Use phone pad to custom design the shoes right in front of your eyes Pick colors of laces, swoosh, uppers and mid- solePick colors of laces, swoosh, uppers and mid- sole Add initials or other personal id’sAdd initials or other personal id’s Sends this picture and where to buy it in an SMS text message to the phone Sends this picture and where to buy it in an SMS text message to the phone Can only use this from 12-1pm and 3-5pm Can only use this from 12-1pm and 3-5pm

Cost of Times Square Ads?? Costs for Times Square advertising Costs for Times Square advertising $200,000 to $350,000 per month just for the space$200,000 to $350,000 per month just for the space Additional costs for actual signsAdditional costs for actual signs More or less dependingMore or less depending on location Ex: J.P. Morgan Chase- Ex: J.P. Morgan Chase- $10.3 billion investment

Is this going to work? The campaign seems to work in that Times Square area due to the same types of interactive signage and promotions The campaign seems to work in that Times Square area due to the same types of interactive signage and promotions It will allow for much more brand awareness and ability to market the NikeID campaign better It will allow for much more brand awareness and ability to market the NikeID campaign better Excellent way to use this expensive advertising space and advanced technology Excellent way to use this expensive advertising space and advanced technology

Results? “The more you allow people to stop what they are doing and interact with a brand, the better it’s going to be” – John Mayo-Smith, Vice President of agency that handled the campaign “The more you allow people to stop what they are doing and interact with a brand, the better it’s going to be” – John Mayo-Smith, Vice President of agency that handled the campaign Only launched last Monday Only launched last Monday No new results yet on weather it is working or increasing sales yet… No new results yet on weather it is working or increasing sales yet…

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