CLIENT: NIKE Australia
History deserves good marketing, and when you have a shoe with the history and following of the NIKE Air Max, marketing is that much more important. With the 28th anniversary of the legendary Air Max, NIKE Australia planned a big party. Through engagements with major shoe retailers and fan sites, NIKE staged a brand “takeover” of the shoe universe with saturation coverage of the popular shoe being seen on sites across the internet.
Twine’s Professional Services Division collaborated with NIKE to build walls of NIKE fan-generated content that would appear not only as standalone pages but also as website backgrounds. On a single day - Air Max Day - hundreds of sites across the internet “went Air Max” with ads and Twine-provided content.
Air Max Day - March 26, 2015 - was a tremendous success. Awareness of the already-successful brand was increased and the internet almost blew up. Twine’s user-generated content walls gave unique and changing color to the sites they were implemented on, giving a social dynamic to what was usually a static site.
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