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Nike Digital Sport US & UK
Nike+ Marketing Communications Strategy 2012
@tomchapman
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/
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
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.
Nike+ capitalising on Key Trends
Quantified Self
Big data
Wearables
Health & Wellness
Multi-screen
Converged media
Internet of Things
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
2012 Marketing Communications Strategy
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.
Nike+ 2012 Storytelling (brand themes) all linked to ‘Nike Fuel’ brand story
Converged Media
Placing the customer at centre of marketing communications
Fuel Stream
2012 Marketing Communications Tactics
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
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
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
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
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
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
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
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
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
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
@tomchapman

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Nike+ Marketing Communications Strategy 2012

  • 1. Nike Digital Sport US & UK Nike+ Marketing Communications Strategy 2012 @tomchapman
  • 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. 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. 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. Nike+ capitalising on Key Trends Quantified Self Big data Wearables Health & Wellness Multi-screen Converged media Internet of Things
  • 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
  • 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. Nike+ 2012 Storytelling (brand themes) all linked to ‘Nike Fuel’ brand story
  • 10. Converged Media Placing the customer at centre of marketing communications Fuel Stream
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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