The excitement and anticipation of getting one's hands on a newly released product is often dampened by the reality of having to wait in line for hours upon end, but Nike found a way to transform the mundane into an engaging experience with its #AirMaxLine campaign.
For the release of the Nike Air Max in Japan, Nike created a virtual waiting line on Instagram, making the most of a new feature on the social media platform that allows users to follow hashtags. Fans were invited to visit a dedicated website and create a personalized avatar and digitally join the queue for the sneakers. By joining the virtual #AirMaxLine on Instagram, sneakerheads were able to put themselves in the running for a pair of the Air Max shoes.
Social Media Queueing Campaigns
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Lightweight Fabric-Inspired Sneakers
All-Women's Sneaker Boutiques
Monochromatic Abstractly Patterned Sneakers
Muted Snakeskin Sneakers
Colorful Classic Baby Sneakers