2008 Forrester Groundswell Awards Submission
Nike Jordan Flight Club
Category: Energizing | www.airjordanflightclub.com : (request temporary password: brian.mitchinson@blastradius.com)About
Air Jordan Flight Club is an innovative members' only experience that rewards loyal consumers with exclusive access to ongoing releases of rare, premium Jordan Brand footwear and apparel. Built on a scalable platform, the site aims to deepen relationships with discerning brand enthusiasts. Inspired by the brand's 'athletic luxury' positioning and the legacy of Michael Jordan, Flight Club is a dream come true for some of the world's most passionate customers.
The brand initially identified potential Flight Club members through analysis of their 'Team Jordan' database and emailed them a unique single-use entrance code. Subsequently, the only way to join was to be invited by an existing member through a limited-distribution referral code. This 'social seeding' of Flight Club was key in cultivating a community of not only active consumers, but ones who evangelize the brand experience and directly influence the production of product.
Business Results
1/ Energizing Consumers
The enthusiasm demonstrated towards Flight Club has been unprecedented. Membership has doubled to 64,000 since the start of 2008, generating over a million visits at 5 minutes each since launch. In addition to untold blog and YouTube posts, the experience has set off a landslide of discussion at shoe aficionado sites like Niketalk, Sole Collector and Hypebeast. During launch membership demand was so great site invitations were even being auctioned on eBay.
2/ Deepening Relationships
Consumers who join Flight Club have made a psychological investment and declared their brand loyalty. They are rewarded with special communications, content and products. They also bring their peers into the fold for an exclusive luxury experience. These factors create a deep and lasting connection to the brand.
3/ Generating Revenue
Flight Club is a revenue generating community. The site's ecommerce success and high ROI have enabled Jordan to produce Flight Club-only product exclusives which builds deeper consumer interest and drives sales. Customer acquisition costs are minimized since the site is marketed by the community itself through social channels.