Nike have a bit of a history when it comes to midnight launches for any new trainer that they bring out, and media wise it it can either be a good thing or turn into bad PR. It can be good as the trainer and their brand will gain massive attention in a quick amount of time due to the frenzied rush to try and grab a pair before they sell out. (usually very fast) but also have a negative side.
Back in February, Nike held a midnight sale for their new line of glow in the dark trainers called the Nike Air Foamposite One which went on a limited sale at a Florida Mall and a small riot broke out as people tried to purchase the limited edition trainer before the limited amount of them sold out. The same happened in December 2011 when the New Nike Air Jordan XI Concord range came out which caused a stampeded.
Now Nike want to try to address this by stopping midnight sales and instead use social media to whip up a virtual frenzy that can’t cause damage or, more likely, bad PR. It’s actually a very bold move and great marketing as advertising campaigns can go viral in seconds if orchestrated well.
That where Nike RSVP comes in, and here’s how it works…..
The Twitter RSVP Process:
- On the RSVP date, our store will send a tweet at a random time to begin our Twitter RSVP process, including a product specific hashtag (#tag).
- Once registration is open, you must Direct Message (“DM”) the store within 60 minutes. The DM must include:
- The product-specific #tag tweeted by the store
- The last 4 digits of your State/Passport/Military/School ID number
- Your shoe size (limit one).
- Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a “first respond, first serve” basis.
- Confirmed recipients must pick up their product (in person w/ identification) from the store on the day of launch. Unclaimed product will be announced on Twitter and will be re-released at the store’s discretion.
They also state in their Terms & Conditions, that Twitter RSVP’s are not transferable, nor can you change shoe sizes at the store once your trainer order has been confirmed. Also, and just to show that the frenzied panic rushes for trainers will hopefully be a thing of the past, lines will not be allowed to form outside the store for this release.
It’ll be interesting to see how this goes, and it’s effect on Twitter. There is no mention if this is to happen in other parts of the world or if it’s just US only.
There are 23 stores taking place across the states, so here’s a list of the ones near you.
Find your local Nike Store Twitter account:
|Store Name||City||State||Twitter Handle|
|Nike Las Vegas||Las Vegas||Nevada||@NikeLasVegas|
|NIKETOWN Los Angeles||Beverly Hills||California||@NikeLA|
|Nike Mall of America||Bloomington||Minnesota||@NikeMallAmerica|
|NIKETOWN New York||New York||New York||@NikeNYC|
|Nike Roosevelt Field||Garden City||New York||@NikeRooseveltFD|
|NIKETOWN San Francisco||San Francisco||California||@NikeSF|
|Nike Santa Monica||Santa Monica||California||@NikeSantaMonica|
|Nike Running Bay Street||Emeryville||California||@NikeBayStreet|
|Nike Running Eugene||Eugene||Oregon||@NikeEugene|
|Nike Running Fashion Island||Newport Beach||California||@NikeFashionIsl|
|Nike Running Fashion Valley||San Diego||California||@NikeFashionVal|
|Nike Running The Grove||Los Angeles||California||@NikeTheGrove|
|Nike Running Lenox Square||Atlanta||Georgia||@NikeLenoxSquare|
|Nike Running South Coast Plaza||Costa Mesa||California||@NikeSCPlaza|
|Nike Running Stanford||Palo Alto||California||@NikeStanford|
|Nike Running Westchester||White Plains||New York||@NikeWestchester|
|Nike Running Westfarms||Farmington||Connecticut||@NikeWestfarms|
|Nike Running Westport||Wesport||Connecticut||@NikeWestport|