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.
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.