THE PARTNERSHIP
We aligned Nike with the most buzzworthy, youth-focused, pop-culture moment in the world, Coachella, with a multi-platform partnership that featured Coachella augmented reality experiences, a Nike-branded Coachella on-site activation, custom product-focused video content for social media, and high impact digital media amplification.
Nike was aiming to make Air Max relevant to Youth Culture by reconnecting with the spirit of innovation and looked to help build a cultural groundswell around Air Max Week.
To celebrate Air Max Week and launch the release of the new DN colorwave sneaker, Nike aligned with the biggest music festival in the world, Coachella, to engage and excite music fans and sneaker enthusiasts across all platforms.
TOP HIGHLIGHTS
Nike was the #1 partner at Coachella in brand sentiment, consideration, intent to purchase, and brand advocacy, with the activation driving 3% growth in consideration and advocacy.
86%
of Coachella 2024 attendees have a positive brand sentiment towards Nike
82%
of Coachella attendees intend on making a Nike purchase in the next 12 months
86%
of Coachella attendees would consider making a Nike purchase in the next 12 months
THE GOAL
1.
Drive brand love for Air Max Week and the new colorwave DN sneakers
2.
Align the values of the Air Max franchise to the youth's high impact moments
3.
Create a partnership utilizing media to inject the Air Max ethos into the cultural intersections that fuel Gen Z and their creativity
THE EXPERIENCE
AEG developed a multi-platform approach for Nike to integrate the brand, Air Max ethos, and the focused product into various phases of the Coachella and attendee experience. By creating engaging custom content that was distributed across social platforms from lead-up, during and post-festival weekend, we kept cultural relevance for Air Max and mass buzz. AEG leveraged our robust media capabilities to then distribute this content to Air Max’s key demos across TikTok, Meta and Snapchat platforms through a paid media campaign.
In addition, we created augmented reality experiences for fans both on-site and at home, bringing the world of Air Max to life. On-site at Coachella, fans who scanned the highly visible and fan-favorite landmark, the Spectra Tower, launched an exclusive interactive AR experience. Select fans were then rewarded with a prize that they could redeem at the Air Max on-site activation. For fans at home, they were also able to engage with a similar experience that directed them to Nike.com to learn more.
To round out the experience, the Air Max activation on-site at Coachella allowed fans to immerse themselves in the world of Air Max with shopping opportunities, photo stunts, air-conditioning, couches, phone charging and more.
BRAND + ACTIVATION
63%
of Coachella attendees thought Nike was a good fit for the festival
33%
of Coachella attendees were aware of the Nike Air Max Dn colorwave
26%
of Nike Air Max Dn visitors said the activation was innovative or valuable
THE RESULTS
ON-SITE ACTIVATION
232 pairs of DN sneakers sold across both weekends
ORGANIC SOCIAL POSTS
Over 1M+ impressions across Instagram, TikTok, YouTube Shorts + Facebook
ON-SITE AUGMENTED REALITY
Over 59K Opens, 460 Shares, 63K Impressions, and 311 Hours
AT-HOME AUGMENTED REALITY
Over 64K Opens, 466 Shares, 32K Impressions, and 343 Hours
PAID MEDIA CAMPAIGN
Over 8M+ impressions across TikTok, Meta + Snapchat
