Nike teams up with conversational AI project on a Facebook Messenger bot for the Air Jordan brand, targetting younger audience.
The testing of the new Messenger project began around February, when NBA All-Star Weekend has begun and Nike announced the bot is generating open rates of 87%, passing the typical 15% to 20% it sees from emails.
Delivering content from the Air Jordan blog, Jordan.com and Jordan News weekly, the fare is divided into three categories: shop, Air Jordan and watch.
According to the Global Senior Director for the Digital, Dan Harbison, the team is up to two-way conversations enabled by Messenger bots as a massive opportunity. He thinks that People will connect with people much more than they will with a large entity.
Harbison added that while he could not offer specific numbers on how many people are using the bot, his team is really happy with the fact that engagement with the bot has remained strong despite it being made available to a wider audience.
The watch category doesn’t point the social network’s video destination, however some videos that are self-contained within the platforms, as well as links to extensive contents from sources such as the brand’s mobile app or the Jordan blog.
Users customize the weeks, days and time that they will get notified. The bot also delivers unique responses to specific phrases such as bringing readers to the Collection website via an external link and enabling them to go back and forth between the webiste and Messenger.
Harbison also said the bot was promoted via the Air Jordan’s social platforms like Instagram and parent company Facebook, and also to Jordan.com members, adding, the people we want to take care of the most because they love Jordan the most—the Jumpman family.
Nike is exploring how to add more customer-service functions to the bot with the aim of driving people to human beings.
The best part is that Messenger bot also delivers daily workouts via push notifications, and inspires with contents and access to GIFs or videos for the workout know-how’s.