Sep 25 2011
Nike MAG eBay Auction: Back to the Future sneakers
I came across a very interesting blog post relating to these Nike MAG sneakers this weekend.
http://www.brandchannel.com/home/post/2011/09/23/Nike-MAG-LeBron-9.aspx
What I found interesting was that these sneakers were used to help fundraise for the Michael J. Fox Foundation for Parkinson’s Research. Also, it is a sneaker tied to the movie Back to the Future. Personally, I have not seen this movie myself but the hype generated over the internet about these shoes was just overwhelming.
Furthermore, to increase the hype even more, these shoes were limited to 1500 pairs and were put up for auction on eBay. In my opinion, I think that Nike and the Michael J. Fox Foundation marketed this fundraising campaign very successfully. First, they used the popularity of the Nike brand name and the popularity of the Back to the Future movie to create a good image for the product being sold/auctioned. Second, they used the limit quantities of the product to capture a specific market; consumers that are either collectors or fans of the movie/brand. Finally, they used the fact that all proceeds would be donated for Parkinson’s Research to target another group of consumers.
In the end, the highest price I saw for one pair of these shoes was $9,959!
TOTAL AMOUNT RAISED PER DAY
Day 1 = $911,927.34
Day 2 = $647,539.91
Day 3 = $554,120.31
Day 4 = $508,077.50
Day 5 = $511,112.10
Day 6 = $492,481.97
Day 7 = $488,076.90
Day 8 = $499,851.16
Day 9 = $511,479.82
Day 10 = $570,523.52
Total = $5,695,190.53