Nike uses Air Max Day to tap into an already thriving online community of sneakerheads. Provide a descriiption of a sneakerheads persona making sure to include demographic, psychographic and behavioral characteristics (emphasis should be placed on online behavior).
2. After having explained the concepts of influencers, explain if Sneakerheads can be considered as influencers and what sort of influence they exercise toward other customers. Provide two specific examples from the case showing how influence might occur.
3. Nike shares content and user generated content on the community and elsewhere. Based on your evaluation of the content and the content marketing strategies you have learned in class, (a) provide a categorization of the type of content posted. (b) Provide 3 additional ideas of content that could be published by Nike to promote the event Air Max Day.
4. Which do you believe were the main communication objectives of such campaign? Identify at least 3 different ones and for each one provides evaluation metrics with corresponding results (where available).
5. As part of the initiative, Nike has also organized the “Nike Air Max bus” touring Toronto. Imagine you need to push the promotion of this particular event through content strategy using TWITTER as the main channel. Write THREE different Twitter posts about the event including at least 2/3 hashtags per post. Suggest other digital marketing strategies (earned, paid, owned) that could be used to help promote #NikeAirMaxDay
