This is a really interesting video and article about Nike + and how it represents the power of digital to really change the ways marketers approach communications. It's no longer about building brands through comms alone, now a brand services is equally important in delivering a brand's promise as the digital revolution has meant that alomost any brand can connect and deliver a service to consumers - this is brand utility in action!
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
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?
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