Nike Chinese New Year Annual Avatar Reward
Brief
How can we reward Members with a meaningful Chinese New Year virtual reward that they not only want to show off but also builds hype and expectation annually.
Solution
Create a limited edition Chinese Zodiac Avatar that Members can unlock and collect every year - starting with 2021, Year of the Tiger.
Roles: Idea, Strategic Leadership, Creative Direction
Production: Nike Digital Design Greater China
Collect em’ all
Every Chinese New Year Nike commits to create it’s own spin on the traditional Zodiac animal for that year.
VIP Level 6 Members will receive the avatar in their locker as a perk. Levels 1 - 5 can unlock through various means.
Avatars are also 3D printed and given out as themed rewards for the CNY season.
Each year builds on the theme and elevates the concept as Members try to collect all 12 years.
