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Over the years, Nike has been guided by the concept and the emotional demands of the target consumers with a bridge. "From a consumer deepest needs, through various forms, so that they are familiar with the brand to communicate the nike air max 90 true way. They can not only take the initiative to actively participate in the activities, the more brands to participate in the dialogue, sharing true feelings . "

2009, the Nike "BeTransformed my metamorphosis" branding campaign, including print ads, TV ads, online advertising, mobile advertising, outdoor advertising and in-store advertising and other forms of media to the "transformation" concept spread to the entire Asia-Pacific region. The series of video ads, presented the six women in the Asia-Pacific campaign "transformation" into a wonderful cartoon superwoman experience, interpretation of the story and animation combined with live performance a unique way, using different animation styles reflect different themes characteristics, the majority of consumers prefer young women, many people through various forms and channels to the "transformation" of the ranks. Nike goal by dig deep consumer demand, and target consumers to realize the emotional and behavioral real communication, allow consumers to new understanding through sport, and improve ourselves and feel the "Metamorphosis."

Accurately grasp the core of the brand communication point, then, for Nike, how effective communication platform by the spirit of the brand nike air max 24-7 through a variety of contacts to convey to the target consumers, and attract the target consumer action, achieve brand interaction?

"Our customers are usually very active, very creative, they often give me some unexpected surprises. We have been looking for their favorite and familiar platform for these platforms, so that our consumers and our brand proposition and accurate docking. "rather Tencent With unique multi-product marketing platform and high-fit of the target population, as Nike, the" BeTransformed my transformation, "the best partner network to promote one of the project.

"Tencent is not only very strong support for IM and content, more games online and offline products and integration advantages." NikeWomen "transformation" project, the first joint music and dance classes Tencent's online game "QQ Dancer", the introduction of the NikeWomen series of virtual nike air max 2009 image of sports apparel, sports apparel and fashion games will be the perfect combination of the new advocacy group of popular young man, and to launch the "My transformation" QQ Show with competition, allow consumers to use Nike's products mix and match a variety of possible, and the popular online determine the winner. Tencent to make full use of three-dimensional cross-platform promotion, comprehensive coverage of the target audience.