All-Star Weekend is a huge annual moment of live games to engage basketball fans across 3 days. As a critical moment, Nike created a unique line of Jordans. Nike wanted to use the moment as an opportunity to innovate the viewership experience.
As a digitally distracted audience looking for more ways to interact during live game moments, there was an opportunity for Nike to elevate and consolidate their viewership experience, all within Nike’s owned e-commerce channels. So Nike integrated their viewership experience all within one place, Nike’s Mini program on WeChat. Only within Nike’s Mini Program could users watch the live stream, while simultaneously chatting with friends in real-time chat rooms on China’s most popular social channel. Not only that, users had access to limited edition content and products in a seamless consumer journey, extending from entertainment to purchase.