[SMK] Social Media Knowledge

Menu

DIGITAL MARKETING NEWS

Nike Jordan scores with Messenger

Nike Jordan will be playing with chat-based AI for their its marketing campaign.

Behold the bot

The company has teamed up with artificial intelligence developer Snaps to help promote the launch of Nike’s Jordan Brand with the use of a Facebook Messenger bot.

Global senior director, Dan Harbison, sees the Messenger bot approach as a gamechanger, “People will connect with people much more than they will with a large entity."

Beta-testing on the bot has been underway since the NBA’s All-Star Weekend in February, with the bot generating open rates of up to 87% – demolishing the 15% and 20% success rates of email.

Bot talk

The messenger bot delivers on three key factors: shop, Air.Jordan, and watch. The bot can also deliver content from multiple sources, the main ones being the Air.Jordan blog, Jordan News, and Jordan.com.

Nike Jordan tested the waters on Messenger-based marketing with Jordan Breakfast Club back in 2016 which allowed users to follow Michael Jordan’s workout routine via push notifications. Welcome to phase two.

Do you recall past attempts at bot marketing? Will you be checking out the new Air.Jordan marketing on Messenger? Give us your two cents in the comment section beneath.

Learn with SMK through March

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

Picture of SMK Editor

SMK Editor

March's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment

RECOMMENDED FOR YOU