Nike are preparing to roll out a new mobile campaign which would see them launch China’s first sports brand subscription platform via WeChat (微信).
WeChat (微信) is a free mobile app for instant communication launched in 2011 by Chinese Internet communication conglomerate, Tencent. It is available for most phone systems, and can be used to communicate cross-platform. Different from past text-based only mobile instant communication tools such as mobile QQ, mobile phone SMS, MMS, etc., WeChat supports mobile instant communication through voice chatting (one to one and group chatting), photo and video sharing, as well as traditional text messages.
The news follows the announcement that Mindshare China have entered into a partnership with Tencent Technologies to make this project possible.
The Concept “Nike Sports-on-the-Go‟ will be launched on the popular app this month. Sports fans will be encouraged to subscribe to the Nike WeChat platform, which is available on Android and Apple smartphones. Upon activation, fans will be able to activate daily news feeds on the Nike site and create one-on-one conversations.
The project aims to build up Nike’s CRM system and deepen the connection with consumers from broadcasting to conversations; from “one to many‟ as well as “one to one”. With the launch of WeChat version 4.2, Nike sees 2012 as full of opportunities to strengthen communication with consumers.