Leverage a "Sneakerhead" event to create a VIP social experience that drives anticipation and awareness for a new product line.
CORE TWELVE crafted a Nike Sportswear Showcase experience in which a select group of guest were able to preview unreleased apparel and footwear. Event attendees gained access to this exclusive experience by entering a text message raffle.
After making their way through the showcase guests were asked to tag a custom Nike Sportswear inspired mural by Chicago artist Hebru Brantley. They were then encouraged to tweet pictures of their tags to the rest of the world using #OwnChicago. Tweets were monitored by @NikeChicago in real-time and three lucky participants were awarded a custom pair of NIKEiD sneakers!
The Tweets ranged from pictures of tags on the mural to battle cries for Chicago Sneaker culture.
Social Strategy & Execution