Objective:

• Nike’s “GO” campaign sought to run up brand awareness, increase sales revenue and build a database of registrants for future direct marketing efforts by driving targeted traffic to www.nikeacg.com. Outdoor athletes were specifically targeted in this campaign for Nike’s ACG shoes.

Target Audience:

• Outdoor athletes: they have a culture and language all their own. They plan their days and weeks around trail runs, adventure racing and climbing. But most importantly, they embrace the notion that trails, rivers and mountains offer personal challenges and obstacles they could not get elsewhere.

How Magazines Were Used:

• Putting a twist on print media, the “Go” campaign used magazines not as a finite message, but as an invitation to get involved with the brand story. Each ad established an obscure outdoor scenario / challenge, and charged the reader to submit an ending to the story at nikeacg.com/go. Viewers then read the stories online and voted for their favorites.
• Using national magazines dedicated to the outdoor community was imperative, because these magazines are where outdoor athletes look for inspiring adventures, innovative outdoor product and general peer banter.

Results:

• Over the four-month print media plan, 478,000 visitors raced to nikeacg.com, accounting for more than 2.7 million page-views.
  

Industry Awards:

• 2003 MPA Kelly Finalist

Other Recognition:

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