When the new Air Max came out in Japan, Nike had a simple, yet brilliant, idea: Let sneakerheads join the waiting line on Instagram: Welcome to #AirMaxLine.
Sneakerheads know it: the launch of a new pair of sneakers often means joining long waiting lines. Nike knew it as well. And together with their agency, PostVisual, they decided to jump on the trend, and turn waiting lines into a marketing opportunity on Instagram.
Instagram recently started to let users follow hashtags, on top of just following users. Postvisual understood the power of this new feature, to bring fans together. #AirMaxLine became the first digital waiting line for Air Max fans and a great promotional campaign for Nike.
Fans were invited to visit a dedicated website to create and customize their personal avatar that would then join the queue. Hundreds of exclusive characters and items inspired by street culture were available, some with a smart touch of branding of course. Once ready, people were invited to share their avatar on Instagram with the hashtag #AirMaxLine, for a chance to win a pair of the new Air Max.
The result was the first digital waiting line ever built on Instagram. During the two weeks the campaign lasted, over 80,000 posts with the #AirMaxLine were uploaded to Instagram, generating over 15 million impressions, without any paid media. And of course, the new Air Max were all sold out.
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