Air Jordan
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This document summarizes an Air Jordan marketing plan that aims to strengthen connections between the brand and Michael Jordan. It targets 15-25 year old basketball fans and seeks to position Air Jordan as an aspirational brand through slogans emphasizing becoming like Jordan. The plan allocates 40% of its $1.5 million budget to Facebook and Twitter to attract followers and run contests. It also organizes local activities like training camps and product tests. The goal is to make Michael Jordan and the brand a hot topic through diverse social media and real-world activities.
Air Jordan
- 2. Air Jordan since 1985 The wellknown series of Nike
- 3. Target Audience The main audience and the target o f this brand are between 1525 years old customer. Big fan of basketball. Know Michael Jordan
- 4. Big Idea Make more connection between products and Michael Jordan. Change slogan: Dont just watch Jordan, become one of Jordan.
- 5. Social Media
- 6. Activities Force people to follow ( Mobile App and Social Media) Lottery gift Jordan Training Camp Chance for new product test wear Local NBA team support
- 7. Budget 1.5 million 40% for Facebook& Twitter 10% for Mobile Apps 10% Video ads 20% for Michael Jordan & other great star Rest of them for Micro-Film
- 8. Summary Totally changed strategies ( from technique support to star effect) Make this theme/topic hot. Myriads activities on the social network to attract more people Activity in real life ( training camp) This is a story about a hot topic leads to a a hot brand.
- 9. ADV 420 Thank you I have learned a lot from this class. And I never thought that there is a class would like to tell you how to make more fans on your Twitter. This class is fantastic. Thanks for everything.