Ironically, it's only a digital version of an early low-fi campaign that got Nike on the map with runners: sponsoring free local running event posters and hosting local runs. Instead of disrupting some other experience to gain frequency, Nike is making the main, tangible experience better, using the Nike+ system as a marketing centerpiece to a campaign that includes group runs at stores, complete with coaches.
At Nike+, where the focus is helping runners get more out of the activities they do every day, this means actively participating on a website or through a widget as a natural part of their routine, all followed by the famous swoosh. In exchange for the service ("free" after buying the right sneaks and a $29 connection kit), Nike pulls its core audience back to the web property an average of three times per week.
It's worth mentioning here that the widgets are both subtitled "Beta." This term comes from the application development process, where the first two private versions of software are Alpha and Beta, followed by the public release: version 1.
Calling them emerging media projects, Beta has taken off, and why not? It tells users right away that the technology is evolving and fosters a feeling of early-adopter partnership and exclusivity for coming on board -- with the promise of user-centered improvements to come. Using Beta also allows marketers public breathing room for the campaign as a technology project to evolve while gaining core users, reach and frequency along the way.
Now, take a quick look under the hood and you'll see a clever campaign that integrates a microsite, widgets and products. The best part is the campaign runs every day, is completely personalized and builds both reach and frequency within the audience that spends the most money with the brand.
Is there any chance that after running for three months (about the time a good pair of running shoes needs replacement) with the Nike+ system, that a consumer would even think twice about buying outside the brand? My guess is no, and with costs, that probably makes every other traditional buy seem wildly inefficient.
Progressive.com traffic widget
Progressive, already understanding the power of context and utility with its web-based comparison tool, has struck again with the traffic.com widget.
This is a great example of providing users with branded utility in exchange for accessibility and exposure, and there's no climbing a content mountain -- only getting permission to redesign traffic.com data for the Yahoo widget platform.
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