Nike x EASI join forces in Melbourne to deliver AJ1 x Melody Ehsani sneakers straight to your door
Nike is always delivering unique experiences for the sneaker obsessed. On Friday 15 November for a limited time from 12pm, Melburnians were able to order their very own pair of Melody Ehsani x Air Jordan 1s via the popular Asian food delivery service, EASI.
With a large female user base, EASI was the perfect delivery partner for the AJ1s designed by Melody specifically for the female sneaker community. The AJ1s could be ordered just like any meal, simply by clicking through to the House of Hoops store on the EASI app, which was listed like a regular restaurant. The sneakers could be tracked from collection to final delivery like any other food order on the app.
Available across the CBD, within a 5km radius of Melbourne, consumers could expect their AJ1s to be delivered in a limited-edition package exclusive to the EASI app that offered a unique take on the standard food delivery experience. Swapping napkins for sneaker wipes and a delivery container for a collectable food tray, the pack included a concrete rose sculpture that serves as a centrepiece, and gold-coloured reusable food grade chopsticks. The set was delivered in a gold “money” bag that doubles as a table cloth to complete this special dine-in experience and a most special delivery.
To generate the social buzz, China Social Solutions also helped Nike to leverage a KOL to shoot the user experience, used as a pre-launch piece on Weibo, which received 353,000 post views.
The EASI Homepage pop-up banners went live on 14th Nov as a pre-launch piece to increase awareness to the EASI HOH store. Both pop-up banners drove over 180,511 unique impressions (based on user ID) and over 107,805 clicks to store.
The average unique impressions that EASI app usually receive is around 40,000, however, during pre-launch/launch date the app traffic was 2X higher than average (~80,000 per day).
There was a total of 2,782 users signed up with EASI as new users, which is 4.5X more than the average follower growth.
On launch date, all items were sold out in seconds!
The highest concurrent number of entries was 15,717, which means at one point there were 15,717 people ordering the product.