Building specific community networks based on consumer passions is an ambition for many brands but Nike seem to be single-mindedly switching from traditional ATL (Remember Tiger Woods) brand campaigns (dropped by 40% in 3 years) to developing sports relationships directly with their consumers through a range of innovative routes.
Nike+, performance tracking wristbands, Imedia posting fan tweets in Joburg, commercials debut on FB, The chance (the ultimate training tour for 12 lucky football potentials) or make it count running pledges… this is all starting to make a real difference.
Genuine interaction through events, platforms, communities and real time sensors in the product are inspiring under 20’s.
Many marketers across FMCG should be looking at how Nike is blurring the digital and physical world to create amazing moments. We can still learn a lot from this powerhouse of a brand.
http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/?section=magazines_fortune
