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# Social Media Queueing Campaigns
Nike Created a Virtual #AirMaxLine for Sneakerheads on Instagram

By Laura McQuarrie | Published 2018-05-02 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/airmaxline
References: [coloribus](https://www.coloribus.com/adsarchive/tv-commercials-casestudy/nike-air-max-line-23308815/) & [postvisual](http://www.postvisual.com/)

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](https://www.trendhunter.com/trends/nike-snkrs-reserve) found a way to transform the mundane into an engaging experience with its #AirMaxLine campaign.

For the release of the Nike [Air Max](https://www.trendhunter.com/trends/airimagination) in Japan, Nike created a virtual waiting line on [Instagram](https://www.trendhunter.com/trends/signature-collection-with-ai), 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.

## Trend Insights (Trend Hunter)

- Score: 5.5/10
- Popularity: 61% | Activity: 96% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial
- Top markets: Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive)

## Key Themes

### What's Driving This Trend

- **Virtual Queueing:** Opportunity for companies to create virtual waiting experiences for product releases, enhancing customer engagement and minimizing inconvenience.
- **Hashtag Following:** Utilizing social media platform features to enable users to follow hashtags, opening up new possibilities for brand interactions and campaigns.
- **Personalized Avatars:** Growing trend of creating digital avatars to enhance online experiences, offering unique and customizable representations for users.

### Who This Affects Most

- **Retail:** Retailers can adopt virtual queueing systems to transform traditional product release waits, increasing customer satisfaction and driving online engagement.
- **Technology:** Social media platforms can further develop hashtag following functionalities, enabling brands to leverage the feature for innovative marketing strategies.
- **Gaming:** Integration of personalized avatars within gaming platforms can enhance user immersion and provide gamers with unique identities and experiences.

## Related on Trend Hunter

- [AI-Backed Sneaker Design Platforms](https://www.trendhunter.com/trends/airimagination.md)
- [Sneaker Collector Preorder Platforms](https://www.trendhunter.com/trends/nike-snkrs-reserve.md)
- [Digital Queue Management](https://www.trendhunter.com/trends/jointhequeue.md)
- [Preview-Based Shopping Features](https://www.trendhunter.com/trends/snitch.md)
- [Pop-Up Recovery Shops](https://www.trendhunter.com/trends/nikes-soup-shop.md)
- [Virtual Queue Systems](https://www.trendhunter.com/trends/virtual-queue-systems.md)
- [Limited Collaborative Streetwear](https://www.trendhunter.com/trends/hiddenny-x-ugg.md)
- [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md)
- [Sneaker Digital Crossover Realms](https://www.trendhunter.com/trends/airphoria.md)