1. Present BY
Zhenyu DAI

2. Air Jordan
since
1985
The wellknown series of
Nike

3. Target Audience
The main audience and the target o
f this brand are between 1525 years old customer.
Big fan of basketball.
Know Michael Jordan

4. Big Idea
Make more
connection
between
products and
Michael Jordan.
Change slogan:
Don’t just watch
Jordan, become
one of Jordan.

5. Social Media

6. Activities
Force people to follow ( Mobile App and Social Media)
Lottery gift
Jordan Training Camp
Chance for new product test wear
Local NBA team support

7. Budget
1.5 million
40% for Facebook& Twitter
10% for Mobile Apps
10% Video ads
20% for Michael Jordan & other great star
Rest of them for Micro-Film

8. Summary
Totally changed strategies ( from technique support to star
effect)
Make this theme/topic hot.
Myriads activities on the social network to attract more
people
Activity in real life ( training camp)
This is a story about a hot topic leads to a
a hot brand.

9. ADV 420
Thank you
I have learned a lot from this class.
And I never thought that there is a class would like to tell you
how to make more fans on your Twitter.
This class is fantastic.
Thanks for everything.