Nike turns running data into 100.000 personalized videos in their new campaign dubbed Our Year. See how the brand is taking community marketing to the next level.
Nike and creative digital agency AKQA visualized data that is coming in from apps and wearables (Nike+ and Fuelband) in personalized animated videos. The data is also connected to the weather and location of the runners.
Nike+ Our Year: Smart Community Marketing
In 2014 we ran, trained, and moved together. Watch our year, directed by our Nike+ data, and get ready to outdo you in 2015. A smart way of engaging community members with the running movement.
The videos called Your Year are delivered to the runners via e-mail. Runners can watch them on YouTube and on Nike’s social media channels.
Of course, Nike is tapping into POE media and counting on social sharing and earning attention (earned media) with the videos.
4 Promotional films were created. For the most hardcore runners in Toronto, Chicago, New York, and Los Angeles:
My Opinion
Most marketers love to talk about how big-data, wearable technology, and people’s growing interest in quantifying their health are going to revolutionize their brands, products and advertising.
So far, not many brands have given their consumers a reason to believe this hype.
The brand, however, is taking integrated marketing and technology to the next level. Under promising but over-delivering indeed seems a much smarter approach.
Nike is also showcasing that the relationship consumers have with technology is no longer in command and control. It is evolving to become a ‘human relationship’, and slowly technology will know, understand and help people.
With this story, I also want to show how storytelling is changing: Unless brands know how to tell their stories in quick, witty, and purposeful ways -that is native to these new platforms– they will be left behind.
But not Nike. It again shows marketers how they too can be a frontrunner.
Last but not least, Nike+ shows us how smart community marketing is delivered in the sharing economy: Who generously shares, cultivates sympathy and loyalty. Welcome to the networked economy, an era of collaborative ecosystems, not egosystems!
Two thumbs and ten toes up. A series of intrusive, non-personalized TV commercials replaced by this atomic, personalized, engaging video content marketing approach.
What About You?
How do you rate this approach? I’d love to read your feedback and ideas in the comments.
You might also like the story of how big brands boost their Instagram fanbase.
About the Author
In the spotlights, Igor Beuker is a professional public speaker and futurist known for his foresight on trends and technologies that impact business, economy, and society. Behind the scenes, a social entrepreneur with 5 exits and angel investments in 24 social startups, an award-winning marketing strategist for brands like Amazon, L’Oréal, Nike, and Unilever, and a seer for Fortune 500s, organizations, foundations, and governments.
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