Whenever Nike launches Air Max Limited Editions, Sneaker Heads wait in line all night long in front of the sneaker shops. Just to buy shoes. Inspired by their energy, we took the waiting line to Instagram by using Hashtags.

If you click #AIRMAXLINE on Instagram, you will see how the geeky yet stylish avatars are connected as if they are waiting in line.

Go visit Nike website and customize your avatar with characters & items inspired by street culture. Post it on Instagram with hashtag #AIRMAXLINE, and you get a chance to purchase a special pair of Air Max sneakers.

To remain relevant to the campaign and the identity of these highly treasured sneakers, we switched the background design according to each edition.

During 2 weeks of campaign period, the Instagram feed of our 80,000 core targets was flooded with #AIRMAXLINE postings. Making over 15,000,000 impressions, this campaign reached out to the fashion-savvy targets on Instagram.

[Result]

Uploaded #AIRMAXLINE Contents: 80,810

‘THE DRAW’ Participants: 100,000 +

Site Page View: 800,000 +

Site Unique Visitors: 180,000 +

NO PAID MEDIA!