Nike introduces Kobe Bryant’s new sneakers with personalised advertising

Mindshare calls this new digital advertising platform 'Social DNA', kicking off today as part of Nike's campaign for the seventh edition of Kobe Bryant’s signature basketball shoes, and concludes on 29 February 2012. 

Nike is the first client to execute this ad platform in China. Display ads will "dynamically sync with online public profiles to create a personalised branded experience" for users, using a keyword identification system similar to Google Adwords.

Mindshare confirmed that this is a first in the country as verified by their social media partners: Sina, QQ, RenRen, Tudou, Youku, Baidu, and HoopChina.

"Consumers are bombarded with a plethora of online adverts which eventually becomes white noise. Nike’s digital communications will be tailored with meaningful message delivery based on their individual social behaviour online,” Gordon Domlija, managing director of key international accounts, Mindshare Shanghai, said.

“We are very pleased with Mindshare China’s clever thinking," Vicky Huang, Nike's brand communication media supervisor, added.

The three-month long Kobe VII System Supreme marketing campaign is driven globally by Bryant himself, and features celebrities renowned for their success - including Richard Branson, Kayne West and Wang Lee Hom in a TV spot. 

Bryant debuted the latest Nike Kobe VII System Supreme sneakers on Christmas day last year. Social media marketing outside of China is tied to Nike Basketball’s Twitter handle @NikeBasketball, beginning 23 January using the #KobeSystem hash tag.