Nike’s Jordan Brand Is Using a Facebook Messenger Bot to Deliver Content

Fare is divided into three categories: shop, Air.Jordan and watch

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Nike teamed up with conversational artificial intelligence platform Snaps on a Facebook Messenger bot for its Jordan Brand that it hopes will jump out of the gym among the sneakerhead community.

Dan Harbison, global senior director, digital for the Jordan Brand, said his team looks at the two-way conversations enabled by Messenger bots as a massive opportunity, adding, “People will connect with people much more than they will with a large entity.”

Beta-testing of the new Messenger bot began around the time of the National Basketball Association’s All-Star Weekend in February, and Nike said the bot is generating open rates of 87 percent, far outpacing the typical 15 percent to 20 percent it sees from emails.

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...



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