Nike+: Smart Social Media Marketing Strategy
Nike+ was born as a multi-channel, multi-sensory marriage of Apple and Nike technologies. See the video case study of the Nike+ campaign. The campaign was created by agency R/GA from New York and won a Grand Prix Cyber Lion at Cannes 2007.
The concept is smart, simple, creative and innovative. It makes Nike running shoes speak to Apple iPod nanos, which sync with iTunes in turn sending your personal workout data to the Web.
Nike+ integrated an online community inside it’s website but also launched the Official Nike Running Blog- Run Faster, with integrated forums. That’s engaging target groups and smart community marketing.
Nike also integrated widgets and below viral commercial to spread the word about Nike+.
I think that CMO’s can learn this from the innovative Nike approach: don’t always listen to your media agency. Since most most media agencies tend to kill great creativity and big ideas by shopping for the cheapest production company. Do all media agencies know how to value engagement? Or are they just preaching for cheap reach? And, does cheap reach drive consumer engagement, loyalty and eCRM?
How do you rate this Nike+ campaign? Or what cases do you know, where engagement increased: awareness, likability and purchase intent?
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[...] Just look at some of the most compelling brand ideas of the last decade. These have had a digital heart but have manifested themselves in meaningful ways in people’s lives—see Nike+ [...]
[...] Just look at some of the most compelling brand ideas of the last decade. These have had a digital heart but have manifested themselves in meaningful ways in people’s lives—see Nike+ [...]
[...] Nike builds excitement with its platform, very light on its products and very light on branding (Nike who?). Of course it’s about the brand and its products, but that is not put at the epic center of the customer journey. See more about Nike+ [...]
[...] Here we engage with our consumers, they will turn into brand ambassadors. Why? Because we are building win-win relationships. Sounds far fetched and difficult? Have you heard of Nike+ [...]
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[...]Nike+: Smart Social Media Marketing Strategy -[...]…