Be the first to know. Get our weekly newsletter.

newsletter_popup Join 25,000 of your peers. Get our stories delivered to your e-mail inbox every week.
Edit Interests

Articles Selected for You

No unread stories
 
ViralBlog Logo
Close this box

Sign-up to get the content you like


Our readers can personalize ViralBlog in Zite alike ways, and schedule e-mail alerts to get the most relevant answers to their specific questions.

Choose your sign-up method:

 

By signing-up you agree upon our terms and conditions

 
19/01/2015 by
8432 views

Nike Turns Runner’s Data Into 100.000 Personalized Videos

Nike turns running data into 100.000 personalized videos in their new campaign dubbed Our Year. See how Nike takes community marketing to the next level.

Nike Turns Runner's Data Into 100.000 Personalized Videos. By Pro Speaker Igor Beuker

This story was originally published on igorbeuker.com

Nike and creative digital agency AKQA visualized data that is coming in from apps and wearables (Nike+ and Nike Fuelband) in personalized animated videos. The data is also connected to the weather and location of the runners.

Nike+ Our Year: Smart Community Marketing

In 2014 we ran, trained and moved together. Watch our year, directed by our Nike+ data and get ready to outdo you in 2015. A smart way of engaging community members with the running movement.

The videos called Your Year are delivered to the runners via e-mail. Runners can watch them on YouTube and on Nike’s social media channels.

Of course Nike is tapping into POE media and counting on social sharing and earning attention (earned media) with the videos.

Nike and AKQA also created 4 promotional films for its most hardcore runners in Toronto, Chicago, New York and Los Angeles:

My Opinion

Most marketers love to talk about how big-data, wearable technology, and people’s growing interest in quantifying their health are going to revolutionize their brands, products and advertising.

So far, not many brands have given their consumers a reason to believe this hype.

Nike however, is taking integrated marketing and technology to the next level. Under promising but over delivering indeed seems a much smarter approach.

Nike is also showcasing that the relationship consumers have with technology is no longer command and control. It is evolving to become a ‘human relationship’, and slowly technology will know, understand and help people.

With this story, I also want to show how storytelling is changing: Unless brands know how to tell their stories in quick, witty and purposeful ways -that is native to these new platforms– they will be left behind.

But not Nike. It again shows marketers how they too can be a frontrunner.

Last but not least, Nike+ shows us how smart community marketing is delivered in the sharing economy: Who generously shares, cultivates sympathy and loyalty. Welcome to the networked economy, an era of collaborative ecosystems, not egosystems!

Two thumbs and ten toes up for Nike!

Same for AKQA, since most traditional agencies would have proposed a series of intrusive, non-personalized TV commercials.

What About You?
How do you rate this Nike approach? I’d love to read your feedback and ideas in the comments.

Take Viralblog.com everywhere you go
Have an iPhone, iPhone Touch or iPad? Download the ViralBlog.com app for iOS
Samsung or other Android mobile phone/tablet? Download the ViralBlog.com app for Android

Follow ViralBlog on Twitter, LinkedIn, Facebook, Google+, Feedly.
Join us on Twitter, LinkedIn, Facebook, Google+, RSS

About the Author
Igor Beuker is pro speaker, author & awakener. Valued as one of the leading independent and outspoken voices on emerging #marketing #media #tech and #trends. Book Igor as keynote speaker or invite him to be part of your show.

 

Follow Category?

Follow Author?

Igor Beuker
15 more

Follow Tags?

advertisingFollowUnfollowakqaFollowUnfollowbig-dataFollowUnfollowbrandingFollowUnfollowcampaignFollowUnfollowcmoFollowUnfollowCMO'sFollowUnfollowCommunity MarketingFollowUnfollowDataFollowUnfollowdigital marketingFollowUnfollowmediaFollowUnfollownetworked economyFollowUnfollownikeFollowUnfollownike marketingFollowUnfollownike runningFollowUnfollowPoe mediaFollowUnfollowsharing economyFollowUnfollowvideosFollowUnfollowwearablesFollowUnfollow