Flagship
Nike.com/App served as the central gateway for TOMA Seoul, offering the most comprehensive access to event details and storytelling. Through targeted member communications, the platforms effectively introduced TOMA Seoul to our audience, driving awareness and engagement. On Day 1 of the FC Barcelona activation, HVM identified through FCB merchandise purchases—were invited to the event, creating a personalized and culturally resonant experience. This strategic integration of content and member targeting amplified the campaign’s impact across digital touchpoints.
FC Barcelona in Seoul
Digital participants
2,998
*+486 vs ADT Quiz Event
Visits
60,251
*FCB Event Thread
CTR
35.96%
*FCB Event CDP
*80% of participants were 20-39 members
TOMA Seoul Invitation
Visits
12,704
*CDP 5,799 + APP Thread 6,905
Nike Football Keyring
ctr
60.93%
*Landing Thread
Time spend
102 sec
*Landing Thread
* 52% of participants were 20-29 members
To drive engagement with Nike’s digital ecosystem, NFC keyrings were distributed to visitors at TOMA Seoul. With a simple tap on their mobile devices, users were seamlessly directed to the Nike App—either landing directly on the Nike Football story or prompted to install the app if not already downloaded. Approximately 900 visitors, representing one-fifth of total attendance, actively used the keyrings to explore Nike Football content. This activation effectively bridged the offline event with Nike’s digital platforms, enhancing both reach and experience.
