Nike on Track

by Carlos Menezes

I went to buy a new pair of running shoes the other day. Being a casual runner I wasn’t looking for anything in specific, other than a good deal. The shop assistant asked me a whole bunch of questions which I nodded my way through – mostly because I didn’t have a clue what he was on about. Eventually he showed me a pair of Nike shoes that did the trick – cheap and damn comfortable.

Still, he must have picked up that I wasn’t entirely convinced, because he then asked me if I had an iPod. Failing to see how this was immediately relevant to me getting a pair of running shoes I asked him to elaborate.

He replied by removing the sole of the shoe and showing me a tiny compartment for a sensor. Telling him that I was looking for running shoes as opposed to a mobile command centre didn’t really do much to dissuade him, and he ploughed on with his explanation.

Turns out that the sensor links up with the iPod during the run and tracks your performance. It measures the distance of your run, your speed and compares your performance against your past runs. Heck, it evens plays music according to the speed you’re running – Paul van Dyk as you’re gattling at the start of your run, and Kenny G as you’re dying of an asthma attack and being overtaken by a pregnant walrus 5 minutes later.

As an eMarketer though, the cool part is what you can do after the run. Get home, plug in your iPod to your computer, and then you can post your progress on the Nike+ website.

A social network of sorts, it allows you to see your performance over time, compile running play-lists with “power songs”, compare yourself against other runners, find events, chat on forums and meet fellow enthusiasts.

What a way to engage with consumers! Not by pushing your brand under their noses, but by integrating it into their lives. Adverts demand consumers’ attention and distract them from carrying on with their everyday activities – whether it’s on TV, in a magazine, on the web, or on radio, these adverts take something from consumers. Time, attention and effort are all commodities that we have to sacrifice every time we are confronted by an advert.

Nike and Apple’s latest venture however, slides smoothly into consumers’ everyday routines. And then improves them.
Ok, so this last bit is debatable, but I’m guessing that that’s going to be the general market perception.

Out with the intrusive. In with integrating.

2007/10/19 | permalink | comments (5) | trackbacks (0)

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@Hilary, you can actually already order a hard copy directly from the website, just follow this link www.quirk.biz/emarketingtextbook/buy
we'll definitely let you know when it's in book shops as well though :)
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Hilary Cross on Can You Put the eMarketing Textbook in the Hands of Someone Who Needs It?

Hi Kat, please let us know when the hard copy is out, I'd definatley like to purchase one for myself.
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Kat, this is proving to be quite a mind bender...
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Nike on Track

by Carlos Menezes

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