ITB 2023 Special Reporting
Nike Plus - A Brilliant Case Study in Interactive Marketing.
By Alicia Whalen
Friday, 26th September 2008
Although this is expected from a Mega brand like Nike, I am still so impressed with the "Nike Plus" campaign that I had to Blog about it. 

We are always speaking to people about thinking outside the box and understanding their users first before jumping on the latest and greatest technologies to win new consumers, or to build brands.  The "Nike Plus" campaign focuses around runners.  (talk about segmentation – just athletes who are competitive and recreational runners).

Athletes can go to the running section on the nike.com website.  Runners purchase a Nike Plus running band which tracks a runners distance, time, calories etc, or they can get an iPod enabled device (called the iPod sports kit) that will do the same thing. (that other mega brand Apple "ran" right at this opportunity!)

The Nike Plus device talks to the Nike Shoe – they call it the "Nike plus ready shoe" which is built to have a tracking device that syncs with the iPod or band.  Each time the athlete runs using the band, they can load the information from the Nike Plus Sport Band into the Nike runners website.  The device measures time, distance, pace, calories etc.

The website www.nike.com then tracks each run, illustrating pace and distance for you and comparing it to your other runs, and other runners!  It tracks changes in pace and helps the athlete to train by trending their performance over time.
Nike has created a true community of runners - all centred around the Nike brand.  They also offer a community forum to connect with other runners around the world, and compete against runners.  There is a race blog, uploaded photos of racers – and even a 10 K race planned for all users called "The Human Race 10 K" where runners will be ranked and countries will compete – all virtually using the data entered into the Nike Plus runners website.

Without the Nike Plus ready shoes, runners need to be creative with attaching the chip to the shoe.  The Nike brand is associated with all points along the way from the purchase of the band, to the shoes and the clothing, to the website facilitating the conversation and tracking personal performance. 

Brilliant integrated marketing as it allows Nike to market directly and indirectly to consumers through the community website portal, the Race itself, and all of the products required to participate in the Nike Plus running community.

At the end of the day, we all don't have the resources that Nike does to market their products – but we can take away the following best practices that Nike applied to this initiative.
  • Segmentation – it is not all about traditional demographics, dig deeper into your users or customers
  • Use Social Media to your advantage – allow your customers to have a "conversation" with you and with each other about your brand
  • Embrace new technology and make your website more than just a brochure or a cash register – it can be so much more!
Technorati Tags: nike plus, integrated marketing, social media marketing, building community websites, online marketing, web marketing.

Alicia Whalen is the co-founder of "Couple of Chicks.Com" an Internet Marketing, Distribution & Revenue Measurement Company.

Global Brand Awareness & Marketing Tools at 4Hoteliers.com ...[Click for More]
 Latest News  (Click title to read article)

 Latest Articles  (Click title to read)

 Most Read Articles  (Click title to read)

~ Important Notice ~
Articles appearing on 4Hoteliers contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.
© Copyright 4Hoteliers 2001-2023 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here
Use of this web site is subject to our
terms & conditions of service and privacy policy