Product Engagement: The NIKEiD Studio
One of the best ways to help a publisher to promote effectively is to ensure they have a strong understanding of an advertiser’s consumer offering, a practice Nike have embraced from the outset. Through their product engagement programme they have found that the best way to engage their publisher base is to introduce their key product line in person.
The Nike publisher engagement program has seen a series of events take place at venues across Europe including NIKE BoxPark, Shoreditch; NikeTown, Oxford Circus; and Nike’s EMEA Headquarters in Hilversum, Netherlands. At these events publishers get a hands-on introduction to Nike’s customisable clothing and footwear line, NIKEiD.
Publishers each design their own trainers with the help of Nike’s design consultants while Nike’s Digital Marketing Manager, Allister Cruz along with the Webgains team, are on hand to discuss the programme in more depth and to gain an understanding of how Nike can most effectively work with their publisher base. Once publishers get a real understanding of what Nike is all about, that’s when the innovation starts.