Nike Basketball
Brand Analysis
Nike PhotoID 2009
Nike has always been quick to embrace new technology, which is why Nike has always been at the forefront of marketing camapigns, be it through TV, print or mobile.That's why they're such a big brand. Listed below are some of Nike's greatest mobile campaigns.
The NIKEiD campaign in 2007 allowed the public to design their own trainers, with their photo, shoe and a line written by them. Nike launched a 23-story interactive billboard in times Square displaying customisable footwear from the Nike iD range.You dial the number that appears on the billboard and use your phones keypad to start customising the on-screen shoe….in real time! You then get sent a text message with a link to download a wallpaper of your design or even buy it. The beautiful thing about this was that it worked on every phone, no apps, no software, just a simple phonecall. Brilliant.
This mobile campaign used the SMS marketing system to great effect. It makes full use of SMS's instant deliverability and limitless market potential. Consumers are able to design, customise and buy a pair of NIke shoes almost instantaneously, wherever they are. Due to the sheer amount of mobile phones out there, Nike sales rose not because of any earth-shattering product but for the ridiculous amount of exposure it gained.
Favorite photos from Instagram now can inform Nike Air Max designs through a new dynamic platform with Nike PHOTOiD. You take a picture of something you like the look of on your phone, send it to a number as a picture message, then you get back the link to your shoe, completely customised using the colours extracted from the photo! Just like the billboard campaign, you can then download it as a wallpaper or go on and purchase the shoe. This is another mobile execution where pratically every handset is compatible.
This is similar to the NikeID campaign but a key difference here is that the campaign is targeted at users who use the mobile app Instagram. There is great crossover appeal here because non-Nike consumers who have Instagram (a wildly popular photo app) are being exposed to Nike in a fun and non-intrusive manner. Nike consumers who use Instagram are compelled to download the app just to mess around with Nike PhotoID. It's a win-win situation for Instagram and Nike.
The Upper Hand is a multi-screen online training platform that taught teens basketball counters against tougher opponents. Instead of exposing weaknesses, The Upper Hand let them take every advantage by using their opponents' strengths against them. The microsite was made easily accessible by search and display ads, while a mobile app brought The Upper Hand closer to the basketball court. On social media, a pro coach was tapped to answer basketball queries from teens in real time.
This is a good example of marketing via a mobile app. Creating an app shows a personal touch and it allows the consumer to relate to the brand. Although some apps will go viral, this app doesn't have to. In Nike's case, the app is about building a relationship with the consumer. What buzz it generates is only icing on the cake. The aim of creating this app is to have consumers think of Nike as a brand that guides them and cares for them.
Mobile Marketing Tools
The #MIPISTA campaign, although not related to Nike Basketball, is something I'd like to share because of it's sheer awesomeness as a mobile camapign. Launched by Nike Football Spain, it enabled street football players to request a pop-up pitch with their smartphones in six different neighborhoods in Spain.
After the order has been made, a team of specialists drive to the location with a laser system and a crane. The laser beams create an augmented pitch where players can play five-on-five.
This is a good example of location based marketing. Location-based ads can open up new opportunities for publishers based on the smart data collected. YP, parent company of the Yellow Pages says that 61 percent of users permit mobile apps to access their “current location” at least some of the time. Everytime you order a pitch to be built, you have to permit the app to access your current location, otherwise the pitch cannot be built. This data can be used to improve targeting and help build audience profiles for future campaigns. On the consumer side, increased brand awareness and loyalty opens the door to building a lasting relationship.