Nike Freestyle
The Client Situation
In August 2001, Nike was preparing the Pan-European "Nike freestyle" marketing campaign, which included regional and national TV spots as well as advertising in movie theatres. The overall project had a multi-million € advertising budget. Due to the size of the campaign, Nike expected to receive a considerable data-load on the Web site. Exact capacity requirements were uncertain, as this was the first time Nike aggressively promoted a Web site in this manner. Not only was the number of visitors difficult to predict, it was unknown how users would respond to new functionalities such as creating customized video clips and screen savers.
Operational Challenges and the TDC Hosting Solution
Time to market was critical. TDC Hosting provided a reliable solution with a fail-over production environment that enabled rapid and stable deployment of the production environment within 22 days.
To maintain Nike’s high profile brand it is imperative that the Web site delivers a consistently high quality experience, regardless of the number of simultaneous users. In addition, the site requires a high level of security to protect it from hacker attacks. TDC Hosting deployed nike.com/freestyle in the TDC Hosting dynamic Web application hosting environment, which ensures reliability, high capacity, and scalability. The setup is fully redundant, and three distinct zones are defined, each with different levels of security.
The solution is consistently monitored and managed through TDC Hosting’s 24x7 international operations centre.
The Result
The Nike freestyle campaign was a huge success with an instant load of 50,000 visitors per day – giving a traffic load up to 2 megabytes per second. Within the first three months more than 1.5 million Nike customers had an excellent experience on the site.
The dynamic Web application hosting was a perfect fit for Nike requirements, and TDC Hosting has subsequently been qualified as the preferred hosting partner for Nike Europe.
"Fast deployment and excellent end-user experience were key issues to the success of the nike.com/freestyle site. To support this high-profile campaign, we relied on TDC Hosting to deliver scalability, reliability and speed."
– Emily Brew, Digital Brand Director, NIKE EMEA
| www.nike.com |
