Nike+ Marketing Communications Strategy 2012

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I personally researched Nike+ marketing communications strategy in 2012 (UK & US only).
Nike + Fuelband, won the titanium Grand Prix at the Cannes Lions festival.

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Nike+ Marketing Communications Strategy 2012

  1. 1. Nike Digital Sport US & UK Nike+ Marketing Communications Strategy 2012 @tomchapman
  2. 2. Background – Nike Digital Sport The Nike+ platform was born in 2006 in support of its Nike+ running sensor. The Nike+ platform is a multi-channel, multi sensory platform (brand utility) allowing for individuals to come together. Nike Digital Sport division was formed in 2010 with the intention of taking the Nike+ idea for running across all of Nike’s major sports categories. Nike Digital Sport’s Marketing Mantra: • Digital marketing drives the agenda • Reliance on paid media (big-budget) top down campaigns celebrating a single hit has been removed • Nike has already perfected the art of big branding, it’s now moving to a world where consumers want to become a part of the brand story Sources: http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/ http://nikeplus.nike.com/plus/
  3. 3. Background - Everyone as an athlete Nike Digital Sport believe that if you have a body you are an athlete. No matter who you are or what you’re doing. Walk, run, dance, skateboard, play basketball, it all counts. Via the Nike+ platform athletes can set goals, get advice, track progress, personalize plans, review history, and get positively reinforced through gamification and sharing. Sources: http://nikeinc.com/pages/about-nike-inc
  4. 4. Audience Throw out the old advertising audience rules. We cannot homogenise the product. The one thing that everyone has in common is love for their body and digital. Devices that enable digital content.
  5. 5. Nike+ capitalising on Key Trends Quantified Self Big data Wearables Health & Wellness Multi-screen Converged media Internet of Things
  6. 6. January February March April May June July August September October November December 19th January FuelBand black reveal & pre-order US only 22nd February FuelBand 1st edition New York only 20th February Basketball / Training reveal 19th April FuelBand black US pre- order release 8th June FuelBand black official US release 21th June Running new app Global release 29th June Hyperdunk+ Lunarglide+ US release 10th July Lunarglide+ UK ltd release 15th July FuelBand black official UK release 30th July Hyperdunk+ Lunarglide+ US release 22nd July FuelBand ICE reveal 11h August FuelBand ICE US ltd availability 31st Aug FuelBand ICE UK ltd availability 30th August Kinect Training Global release 31st Oct FuelBand White & Black ICE UK & US availability 4h June Kinect Training reveal 4st April SportsWatch Global release 6th June Sportswatch New Colours Global release Nike+ 2012 Product Release Schedule UK & US
  7. 7. 2012 Marketing Communications Strategy
  8. 8. Nike Fuel – The LONG idea (brand story) Fuel is the standard currency that allows you to measure and quantify your activity easily against others and spans all Nike+ products. Like calories, Nike Fuel is a way of gauging your daily activity. But unlike calories which people burn at different rates depending on body type, fuel is the only standard that lets you compare yourself with anyone else.
  9. 9. Nike+ 2012 Storytelling (brand themes) all linked to ‘Nike Fuel’ brand story
  10. 10. Converged Media Placing the customer at centre of marketing communications Fuel Stream
  11. 11. 2012 Marketing Communications Tactics
  12. 12. January February March April May June July August September October November December 28th December 2011 17th June 25th July Nike+ 2012 Global ‘Nike Fuel’ Missions 16th July 5th November 9th August 22nd June
  13. 13. January February March April May June July August September October November December Nike+ 2012 Reveal & Launch Events US & UK22nd February Reveal Event Basketball / Training New York 11th March FuelBand API launch SXSW, Austin 19th January Reveal Event FuelBand New York 29th February FuelBand & Nike Training Club Launch LA 22nd February Launch Event FuelBand New York 1st May Launch Event FuelBand London 27th June Launch event Hyperdunk & Training + Launch LA 28th June Launch Event Hyperdunk+ & Training+ Launch New York 28th June Nike+ Summer of Innovation London 12th July Launch Event FuelBand ICE, San Fran 4th June Kinect+ Training reveal event E3 , LA 7h July Nike+ Training Club London 3rd November Launch Event Kinect+ Training Washington 2nd November Launch Event Kinect+ Training London
  14. 14. January February March April May June July August September October November December Nike+ 2012 Key Events & Experiential US & UK 8h July FuelFest London 20th January Make It Count gallery 1948 London 22nd June #fuelserena London 29th February Leapday Event London 5th April Train Super Natural London 14th October Nike women’s Marathon Session Chicago 13h July World Basketball Festival Washington 8h July British 10K London 30h June World Basketball Festival London 5th April Run Super Natural London 28th October Run to the Beak half marathon London 28th August MusicFest NW Portland 11th March SXSW, Austin 23rd October Met Life Nike Training New York
  15. 15. January February March April May June July August September October November December Nike+ 2012 Bespoke Retail UK & US 6th July House of Innovation Selfridges London 7th March FuelHouse SXSW Austin 30th July FuelHouse Clapham Common London 13th July FuelHouse Chicago 8th March FuelHouse BoxPark London 28th June Nike Camp Victory, Tracktown, E ugene
  16. 16. January February March April May June July August September October November December Nike+ 2012 ABL TV Spots UK & US 19th January 17th June 25th July 31st July
  17. 17. January February March April May June July August September October November December Nike+ 2012 Video Content (featuring key video viral highlights) FuelBand #makeitcount Hyperdunk + / Lunarglide+ #gameonworld #findgreatness 19th January 17th June 25th July 31st July 8th April
  18. 18. January February March April May June July August September October November December Nike+ 2012 ABL Print & Outdoor UK & US 19th January 17th June 25th July29th February 19th January 30th June 31st October
  19. 19. January February March April May June July August September October November December Nike+ 2012 Owned Media UK & US 31st December 19st January 17th June 31st October www.nike.com/makeitcount www.nike.com/makeitcount www.nike.com/makeitcount www.nike.com/makeitcount http://nikeplus.nike.com/plus/ 6th June 21st June https://itunes.apple.com/gb/app/nike+-running
  20. 20. January February March April May June July August September October November December Nike+ 2012 Borrowed Media New Profile Launch UK & US 31st December http://twitter.com/nike 31st December http://instagram.com/nike http://nikesxsw.tumblr.com/ 16th March 26th June http://nike.tumblr.com/ 9th April http://twitter.com/nikeuk http://facebook.com/nikefuel October
  21. 21. Nike+ 2012 Borrowed Media Stock & Flow Content Flow content Exercise tipsNew retail store announcements Ambassador motivationCross promotion New product information Exercise inspiration Community recognition Stock content Individual community member recognitionViral videos Sport club photos Event coverage Global missions
  22. 22. @tomchapman

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