With this fifth and final post of our “Sports Special”, we complete our exploration of 5 remarkable Nike campaigns worth knowing. Missed the other posts? Click to read the first part, the second part , the third part and the forth part.
And don’t forget: this as well as the other 4 posts are all just a piece of a complete report created by Pravda Media Group. The report is free! Click here to get it.
Nike+
To close our study we present the campaign that must be considered the cherry on top of the advertising cake: Nike+. And, of course, there is no one better to talk about this ground-breaking campaign than its creators, R/GA:
Digital Campaign of the Decade: Nike+
If there was a knock against Nike Plus from the ad world, it was what it wasn’t: an ad. Which was, of course, the point. Created in 2006, it defined how a brand can build a self-sustaining platform by giving customers an easy tool—a chip in their shoe that connects to their iPod music player—to track and share their training progress. Nike Plus takes “Just do it” and actually helps runners get it done. Since its launch, Nike Plus runners have logged more than 100 million miles—enough for more than 400 roundtrips to the moon. It’s little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008. Along the way it created something for brands to aspire to: a product experience that reinforces the brand message.
Prefer to look than read? So check out the video case made for Cannes Festival subscription:
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A Study: Nike and Digital Marketing – Part 5
August 19, 2011
Natasha Szczerb
With this fifth and final post of our “Sports Special”, we complete our exploration of 5 remarkable Nike campaigns worth knowing. Missed the other posts? Click to read the first part, the second part , the third part and the forth part.
And don’t forget: this as well as the other 4 posts are all just a piece of a complete report created by Pravda Media Group. The report is free! Click here to get it.
Nike+
To close our study we present the campaign that must be considered the cherry on top of the advertising cake: Nike+. And, of course, there is no one better to talk about this ground-breaking campaign than its creators, R/GA:
Digital Campaign of the Decade: Nike+
If there was a knock against Nike Plus from the ad world, it was what it wasn’t: an ad. Which was, of course, the point. Created in 2006, it defined how a brand can build a self-sustaining platform by giving customers an easy tool—a chip in their shoe that connects to their iPod music player—to track and share their training progress. Nike Plus takes “Just do it” and actually helps runners get it done. Since its launch, Nike Plus runners have logged more than 100 million miles—enough for more than 400 roundtrips to the moon. It’s little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008. Along the way it created something for brands to aspire to: a product experience that reinforces the brand message.
Prefer to look than read? So check out the video case made for Cannes Festival subscription:
References:
http://www.rga.com/
This post is just a tasting of our complete report. Subscribe to get it for FREE: