#addatrick
Nike SB x Skatedeluxe
#addatrick
With the #addatrick campaign surrounding the Nike SB Summer ’16 collection launch, we developed a digital concept that covers two bases: tell an authentic athlete story while also presenting the collection’s products in an interactive format to promote sales. The story follows SB rider Denny Pham on a visit to his French teammate Matt Debauché on a getaway from the cold Berlin winter. The visit evolves into a digital pen pal connection on Instagram, during which the two expanded on doing tricks in a line according to the “add a trick” principle. End consumers were also invited to participate and join the #addatrick Challenge.
Customer Journey
Integrating product presentation in a seamless and highly authentic manner across the entire digital customer journey – from content created for a specific campaign landing page all the way to product listings on the online store.
Campaign Rollout
The official campaign rollout, the majority of which happened across paid media, was also accompanied by an organic rollout created via viral consumer engagement. During the #addatrick Challenge, the two protagonists Denny and Matt expanded a line of tricks according to the popular “add a trick” format over the course of four weeks. They uploaded each newly added trick to Instagram and invited the audience to join the challenge.
Nike SB x Skatedeluxe | #addatrick
