Mindshare recently managed a Nike kids marketing programme leveraging on NBA top star LeBron James (LBJ). The digital campaign involved creating various character profiles for LBJ with the aim of making him “accessible” within Friendster.
Users could add any profile of LeBron James as their Buddy, depending on their interests. This activity effectively sieved out ONLY the Basketball crazy community, a tough audience to target online.
The campaign received sign-ups from 2,861 kids as LBJ fans. 27% of users who viewed the profile pages registered to be LBJ Fans. 23,000 clicks were driven to the Nike LeBron James site. Total exposure exceeded 22 million impressions.
Users could add any profile of LeBron James as their Buddy, depending on their interests. This activity effectively sieved out ONLY the Basketball crazy community, a tough audience to target online.
The campaign received sign-ups from 2,861 kids as LBJ fans. 27% of users who viewed the profile pages registered to be LBJ Fans. 23,000 clicks were driven to the Nike LeBron James site. Total exposure exceeded 22 million impressions.
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