Nike Lets You Pay With Sweat Instead of Moneyby Tod Maffin, Publisher, CaseStudiesOnline.com
The Mexico division of Nike launched a unique social commerce campaign called #makeitcount. See Facebook app they made for it. Anyone with Nike shoes equipped with the wireless sensor that tracks your physical activity can win a pair of new shoes if they walk/run more than anyone in a given 15 day time period. You join the Nike auction and bid against others, not in dollars but in miles walked. At the end of each auction, a new auction starts and you have the opportunity again to win.
Great example of how a brand understands the rules of great marketing – to stick to their core story and brand promise which is about selling “performance” not shoes.
Watch the short video below about the campaign or read case study here.
Clothing/Apparel, Facebook Applications