NIKEiD is an online service that offers unlimited customisable colors. The goal was to increase 5% public awareness of the service through viral promotion, which immediately increased the amount of traffic and improved understanding and memory of the service through a premium experience on the site.

The commercial had over 500,000 views in the 2 months after it was released on YouTube and was ranked in 11 categories at its peak. It was featured by TV programs, obtained a search ranking of 7, and the rate of public awareness increased to 35%. The number of hits that NIKEiD received at its peak increased by 200% and sales also substantially increased at the same time.

“Maximise traffic and have users enjoy a premium experience.”The viral commercial was released on YouTube and the follow-up was exhibited through guerilla activities and associated blogs. The mystery spread resulting in traffic from consumer generated media as well as the fake sale of costumes. The “just a joke” experience on the site led to a resurgence of the viral promotion.