Nike+: Nikes Use of
Brian J. Wilmzig
Southern Illinois University Carbondale
JRNL 307 Interactive Advertising - IMC
What is Nike+?
Nike / Apple Collaboration
Device which measures and records run data
Compatible with iPod Nano/Touch, iPhone 3GS, and
Integrates with Social Media through Nike website,
Facebook, and Twitter
How does it Work?
4 Key Components:
Nike+ Running Shoes
Nike+ equipped iPod, iPhone, or Nike+ Sportband
Who is the Target Market?
Both hardcore and recreational runners
Men and Women
Age 18 - 45
What can I do with it?
Track, Record, and Measure run data
Map runs via Google Maps
Compete in Challenges
Push and Share run data to Facebook, and Twitter
No scholarly research conducted to date
Drohn (2009) Nike overcame barriers to entry by
creating a platform around two key areas:
Nike+ encourages consumers to try out the Nike’s line
of running shoes
Social Network becomes new customer service
and tech support
Why is it so Cool?
Trash talk forums
How Nike Made it Work?
What does the Future Hold?
Launch of Ballers Network
Increased effort by companies to create similar brand
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