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LU LIU
ID: 27924424
MA: Global Media Management
Course: Design one
 A running device that tracks people’s running
statistics (Nikenews, 2015)
 Gathering people in an online community that
encourages motivation, competition and
improvement (Nikenews, 2015)
30 seconds
(Screencapture of Nike+
Running website)
 Outdo you in 2015 with Nike+, Chicago version
https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1FDd0bOi57b3MYXo2PD6t2v&index
=2
1 minute and 30 seconds
 Communicate: Motivation& having a sporty resolution for new year
 Highlight the achievements in 2014 and offer a look forward to 2015
 Specialized: location, weather, movement data
Promoted on Nike’s Facebook page andTwitter page
 #MAKEITCOUNT – resolution of making outstanding achievements
30 seconds
the hashtag onTwitter,
Instagram and Pinterest
Fearuring Mo Farah,
at the most
Intense moment during
Running
athlete’s pledge
athlete’s Twitter
(photo by Hinton, 2012)
Sauce: http://www.postano.com/blog/6-cross-platform-hashtag-marketing-campaigns
Online: promoting the hashtag on social media
 Offline:The poster was available in the Nike store in London in 2013.
 Nike+ for Android review
 https://www.youtube.com/watch?v=2CtT_9tHWYw
 Please watch from 00:10 to 2:00
I minute and 50 seconds
 People enjoy sharing their running
records from Nike+ Running on
social media
 Comments on Nike+ Running on
ITunes (both English and Chinese
sites)
 Some users have complained the GPS mapping is
inaccurate
 Sometimes hard to log in
 No Chinese audio feedback
 Can not share running achievements onWechat
30 seconds
Nike+ logo
Running data
(Screencapture of a tweet)
 Applying participatory culture into the branding
strategies
 Culture shapes technology and technology causes
culture as well (Toffler, 1980)
20 seconds
 Blakley, J. (2013). 6 Cross-Platform Hashtag MarketingCampaigns.
Postano. Available at: http://www.postano.com/blog/6-cross-platform-
hashtag-marketing-campaigns [Accessed 4 Jan. 2016].
 Nike (2014). Chicago,Outdo you in 2015 with Nike+. YouTube. Available
at:
https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1
FDd0bOi57b3MYXo2PD6t2v&index=2 [Accessed 4 Jan. 2016].
 Nikenews (2015). NIKE+ EVOLUTIONOFFERS ATHLETES MORE
BENEFITS, MORE INSPIRATION. Nike News.Available at:
http://news.nike.com/news/nike-evolution-offers-athletes-more-
benefits-more-inspiration [Accessed 4 Jan. 2016].
 Toffler, A. (1980). The third wave. NewYork: Morrow.
 TrustMacintosh (2012). Nike Plus for Android Review. YouTube. Available
at: https://www.youtube.com/watch?v=2CtT_9tHWYw [Accessed 4 Jan.
2016].

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Ppt lu liu

  • 1. LU LIU ID: 27924424 MA: Global Media Management Course: Design one
  • 2.  A running device that tracks people’s running statistics (Nikenews, 2015)  Gathering people in an online community that encourages motivation, competition and improvement (Nikenews, 2015) 30 seconds (Screencapture of Nike+ Running website)
  • 3.  Outdo you in 2015 with Nike+, Chicago version https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1FDd0bOi57b3MYXo2PD6t2v&index =2 1 minute and 30 seconds  Communicate: Motivation& having a sporty resolution for new year  Highlight the achievements in 2014 and offer a look forward to 2015  Specialized: location, weather, movement data Promoted on Nike’s Facebook page andTwitter page
  • 4.  #MAKEITCOUNT – resolution of making outstanding achievements 30 seconds the hashtag onTwitter, Instagram and Pinterest Fearuring Mo Farah, at the most Intense moment during Running athlete’s pledge athlete’s Twitter (photo by Hinton, 2012) Sauce: http://www.postano.com/blog/6-cross-platform-hashtag-marketing-campaigns Online: promoting the hashtag on social media  Offline:The poster was available in the Nike store in London in 2013.
  • 5.  Nike+ for Android review  https://www.youtube.com/watch?v=2CtT_9tHWYw  Please watch from 00:10 to 2:00 I minute and 50 seconds
  • 6.  People enjoy sharing their running records from Nike+ Running on social media  Comments on Nike+ Running on ITunes (both English and Chinese sites)  Some users have complained the GPS mapping is inaccurate  Sometimes hard to log in  No Chinese audio feedback  Can not share running achievements onWechat 30 seconds Nike+ logo Running data (Screencapture of a tweet)
  • 7.  Applying participatory culture into the branding strategies  Culture shapes technology and technology causes culture as well (Toffler, 1980) 20 seconds
  • 8.  Blakley, J. (2013). 6 Cross-Platform Hashtag MarketingCampaigns. Postano. Available at: http://www.postano.com/blog/6-cross-platform- hashtag-marketing-campaigns [Accessed 4 Jan. 2016].  Nike (2014). Chicago,Outdo you in 2015 with Nike+. YouTube. Available at: https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1 FDd0bOi57b3MYXo2PD6t2v&index=2 [Accessed 4 Jan. 2016].  Nikenews (2015). NIKE+ EVOLUTIONOFFERS ATHLETES MORE BENEFITS, MORE INSPIRATION. Nike News.Available at: http://news.nike.com/news/nike-evolution-offers-athletes-more- benefits-more-inspiration [Accessed 4 Jan. 2016].  Toffler, A. (1980). The third wave. NewYork: Morrow.  TrustMacintosh (2012). Nike Plus for Android Review. YouTube. Available at: https://www.youtube.com/watch?v=2CtT_9tHWYw [Accessed 4 Jan. 2016].