Nike’s done it again with another awesome campaign. The worldwide 10k run in my opinion is a huge success.
Basically, this campaign is a global event whereby the whole world (selected countries) run 10k together for various causes. One of which was WWF which i pledged my cause to. The purpose of the campaign was to promote the use of their new Nike sport band and iPod sport kit.
Why do i think it’s a successful campaign? Let me tell you from a runner’s experience during the run. The first 1km was jam packed at a slow pace and ppl actually started walking after the first 1k. This indicates that these ppl aren’t serious runners.
Now the only brand that can attract non-regular runners to run 10k would be Nike. The power of this consumer brand itself is enough to attract ppl to take part in this event.It really shows that the people it attracted went beyond their target audience!
In addition, the usual mediums of posters smartly designed with thousands of people waiting to start the run is pretty straight forward.
The use of digital media is really impressive. You can check out the site here. With a progressive chart to teach you how to train yourself for the run to partner details to providing music, Nike has pretty much covered everything a site can do to help runners. (Of course while promoting how their products can help you, but it’s Nike, who wouldn’t want 1?)
Using social media, there was a facebook group and the numbers RSVPing to the event was really impressive. I’m not one to promote setting up a facebook group and leave it hanging, but i guess the brand had enough draw and the campaign enough attention that using this medium was really effective.
Some of their videos involving the run was also featured on Youtube and they had interviews with celebs as well to help propel the event forward.
Wondering if they could have done more here…. Such a campaign was already pretty viral, could it have been fueled more? Perhaps a wiki that can help different age groups and different genders train? And that it can be edited by ppl?
Or how about setting up a blog to showcase the day to day trainings of a particular runner? ( The run today had more females than males!!) I would’ve have loved to see a sports 2.0 in action here…
The best part is the PR involved in this. Already I’ve seen this on the news and how the interview with a minsiter was happily encouraging the run, promoting Singapore to be a sports hub. It would seem Nike has propeled Singapore one step further after our winning at the Olympics. I can forsee more coverage being churrned out if Nike decides to showcase how the run has helped the various causes it was trying to promote.
So there you go, Nike does it again!
Do you think it’s a good campaign? Could they have done better with the use of social media to further fuel the viral aspect of the campaign? Share with me!!
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