The challenge was to lead junior high and high-school athletes (Bukatsu Kids) to stores to participate in a Nike campaign. We created a super-athlete Manga campaign that was teased at the most popular SNS sites. To obtain the full Manga story of the athletes, the consumer had to visit the retail site and via the QR code placed on Nike posters and merchandise, download the stories straight to their mobile. The number of people who accessed the mobile page was record breaking for Nike, and distribution of the Manga stickers was successful.
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