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耐克 HBL
案例简介：执行 为了提升 HBL 的精神，推动全国篮球运动，我们创造了一个可以定制和共享的数字第一手体验。关键的 HBL 时刻的图形小说风格的动画-第一次训练，更衣室戏谑，粉丝支持, 一个现场游戏和获胜的快感 -- 可以拼凑成 700 多种组合，并通过添加名字、球衣颜色、玩家号码等进行个性化。这一体验在微信、微博等社交平台上分享，并在奥运会期间通过商品上的印刷二维码分享。这种体验是在 2018年4月17日全国决赛宣布的那一天开始的，并在 4月30日决赛前的两周内进行。 活动描述 耐克中国的 HBL (高中篮球联赛) 是年度终极高中体育赛事。对许多人来说，这是他们参加的最后一次也是最大的比赛。在 2018，耐克开始激励下一波玩家提升他们的游戏并发挥他们的潜力。耐克创造了 “HBL 之路” -- 一种微信体验，让青少年亲身体验进入团队的感觉。HBL 的训练、乐趣、奋斗和荣耀。为了让它成为现实，我们采访了球员、他们的父母、朋友、球迷教练，并将他们的故事变成了场景。有超过 144 种不同的组合和多达 700 种不同的变体，所以每个故事都是独一无二的。
耐克 HBL
案例简介：Execution To scale the spirit of HBL and fuel a national basketball movement, we created a digital first-hand experience of it that could be customised and shared. Graphic novel-style animations of pivotal HBL moments - first training, locker room banter, fan support, a live game and the thrill of winning - can be pieced together in over 700 combinations and personalised with the addition of name, jersey colour, player number and more. The experience was shared across Social platforms such as Wechat and Weibo and through printed QR codes on merchandise during the games. This experience was launched on April 17th 2018 the day the national finals was announced and ran during the 2 weeks leading up to the grand final on April 30th. CampaignDescription Nike China’s HBL (High School Basketball League) is the ultimate high school sporting event of the year. For many, it’s the last and biggest tournament they’ll ever play in. In 2018, Nike set out to inspire the next wave of players to up their game and reach their potential. Nike created “The Road To HBL” - a wechat experience that gives teens a first-hand experience of what it’s like to get into the team. The training, the fun, the struggle and glory of HBL. To make it real, we interviewed players, their parents, friends, fans coaches and turned their stories into scenes. There’re over 144 different combinations and up to 700 different variations so every story is unique.
Nike HBL
案例简介：执行 为了提升 HBL 的精神，推动全国篮球运动，我们创造了一个可以定制和共享的数字第一手体验。关键的 HBL 时刻的图形小说风格的动画-第一次训练，更衣室戏谑，粉丝支持, 一个现场游戏和获胜的快感 -- 可以拼凑成 700 多种组合，并通过添加名字、球衣颜色、玩家号码等进行个性化。这一体验在微信、微博等社交平台上分享，并在奥运会期间通过商品上的印刷二维码分享。这种体验是在 2018年4月17日全国决赛宣布的那一天开始的，并在 4月30日决赛前的两周内进行。 活动描述 耐克中国的 HBL (高中篮球联赛) 是年度终极高中体育赛事。对许多人来说，这是他们参加的最后一次也是最大的比赛。在 2018，耐克开始激励下一波玩家提升他们的游戏并发挥他们的潜力。耐克创造了 “HBL 之路” -- 一种微信体验，让青少年亲身体验进入团队的感觉。HBL 的训练、乐趣、奋斗和荣耀。为了让它成为现实，我们采访了球员、他们的父母、朋友、球迷教练，并将他们的故事变成了场景。有超过 144 种不同的组合和多达 700 种不同的变体，所以每个故事都是独一无二的。
Nike HBL
案例简介：Execution To scale the spirit of HBL and fuel a national basketball movement, we created a digital first-hand experience of it that could be customised and shared. Graphic novel-style animations of pivotal HBL moments - first training, locker room banter, fan support, a live game and the thrill of winning - can be pieced together in over 700 combinations and personalised with the addition of name, jersey colour, player number and more. The experience was shared across Social platforms such as Wechat and Weibo and through printed QR codes on merchandise during the games. This experience was launched on April 17th 2018 the day the national finals was announced and ran during the 2 weeks leading up to the grand final on April 30th. CampaignDescription Nike China’s HBL (High School Basketball League) is the ultimate high school sporting event of the year. For many, it’s the last and biggest tournament they’ll ever play in. In 2018, Nike set out to inspire the next wave of players to up their game and reach their potential. Nike created “The Road To HBL” - a wechat experience that gives teens a first-hand experience of what it’s like to get into the team. The training, the fun, the struggle and glory of HBL. To make it real, we interviewed players, their parents, friends, fans coaches and turned their stories into scenes. There’re over 144 different combinations and up to 700 different variations so every story is unique.
耐克 HBL
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Nike HBL
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