The Nike SB app|短视频,APP|广告营销案例【ADGuider广告指南】

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耐克 SB 应用程序

案例简介：创意执行: 我们与专业车手合作，创建了 Nike SB 应用程序，展示了前所未有的数字滑冰体验。我们与这项运动的巨人合作，收集了滑板世界中尝试过的每一种技巧。然后我们在我们的专利 Trick Tree 上绘制了他们的连接，该树在应用程序中用作导航，可以打印为海报。用户可以观看专业人员演示新技术，甚至可以用自己的镜头扩展技巧树。在该应用的前四个月，溜冰者已经上传了 60,000 多个视频，并通过该工具玩了 10,000 多场 s.k.A.T.E.游戏。在发布活动中，28 名世界上最好的溜冰者聚集在一起 24 小时，将 616 个技巧落在了 Trick Tree。整个活动在 YouTube 上直播，世界各地的溜冰者观看并在推特上发布了他们想要由他们最喜欢的溜冰者表演的技巧。结果产生了 17,000 条推文，178,000 名滑冰运动员观看了 YouTube 的直播。我们的观众虔诚地使用社交媒体，几乎所有的事情都依赖手机。然而，他们用来变得更好的工具没有跟上这个先进的、连接的消费者。耐克 SB 应用程序为滑板运动员提供了一个学习和体验这项运动的新工具。互动视频允许用户在我们的专利 Trick Tree 中查看 600 多个技巧 -- 这是有史以来第一次对几乎所有滑冰技巧进行分类, 它在应用程序中用作导航，可以打印为海报。溜冰者可以从多个角度和播放方向，以不同的速度看到每一个技巧。一旦他们学会了这些技巧，用户就可以上传他们自己的素材来添加和扩展技巧树, 在 sk.a.T.E.的游戏中，与世界各地的任何应用程序用户竞争。

耐克 SB 应用程序

案例简介：Creative Execution: We collaborated with pro riders to create the Nike SB App, featuring never-before-seen digital skate experiences. We worked with the giants of the sport to compile every trick ever attempted in the world of skateboarding. Then we plotted their connections on our patented Trick Tree, which is used as navigation in the app, and can be printed as a poster. Users can watch the pros demonstrate new techniques, and can even extend the Trick Tree themselves with their own footage. In the app’s first four months, skaters have uploaded more than 60,000 videos and played more than 10,000 games of S.K.A.T.E. through the tool. During the launch event, 28 of the world’s best skaters came together for 24 hours to land the 616 tricks in the Trick Tree. The entire event was broadcast live on YouTube, as skaters around the world watched and Tweeted the tricks they wanted performed by their favorite skater. 17,000 Tweets were generated as a result, and 178,000 skaters watched the YouTube live broadcast. Our audience uses social media religiously and relies on mobile for almost everything. The tools they use to get better, however, have failed to keep up with this advanced, connected consumer. The Nike SB app provides skateboarders with a new tool with which to learn and experience the sport. Interactive videos allow users to view more than 600 tricks in our patented Trick Tree—the first ever taxonomy of practically every skate trick ever attempted, which is used as navigation in the app and can be printed as a poster. Skaters can see each trick from multiple angles and playback directions and in varying speeds. Once they learn the tricks, users can upload their own footage to add to, and extend the Trick Tree, compete in pro-issued Nike SB challenges and even go head to head with any app user, worldwide, in a game of S.K.A.T.E.