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Transcript

  • 1. + Nike+: Nikes Use of Social Media Brian J. Wilmzig Southern Illinois University Carbondale JRNL 307 Interactive Advertising - IMC
  • 2. + What is Nike+? Nike / Apple Collaboration Device which measures and records run data Compatible with iPod Nano/Touch, iPhone 3GS, and Nike+ Sportband Integrates with Social Media through Nike website, Facebook, and Twitter
  • 3. + How does it Work? 4 Key Components: Nike+ Running Shoes Nike+ Sensor Nike+ Receiver Nike+ equipped iPod, iPhone, or Nike+ Sportband
  • 4. + Who is the Target Market? Both hardcore and recreational runners Men and Women Age 18 - 45
  • 5. + What can I do with it? Track, Record, and Measure run data Map runs via Google Maps Compete in Challenges Set Goals Push and Share run data to Facebook, and Twitter
  • 6. + Map Your Run
  • 7. + Track Your Progress
  • 8. + Literature Review No scholarly research conducted to date Drohn (2009) Nike overcame barriers to entry by creating a platform around two key areas: Interactivity Connectivity Nike+ encourages consumers to try out the Nike’s line of running shoes
  • 9. + Observational Findings Intrinsic Value Social Network becomes new customer service and tech support
  • 10. + Why is it so Cool? Engages users Trash talk forums http://www.youtube.com/watch? v=wLyFlDAikac&feature=related
  • 11. + How Nike Made it Work? User Focused Niche Building Product Tie-ins Event Tie-ins Community Interaction
  • 12. + What does the Future Hold? Launch of Ballers Network Increased effort by companies to create similar brand engagement technologies