Even though I’m a Crossfitter and Reebok is the “official” Crossfit sponsor, I have a love for the enemy. Digitally, Nike is doing an amazing job being social and connecting their athletes, especially runners.
Nike has the Nike+ GPS app which helps runners keep a record of their runs. It calculates distance, calories burned, time and even uses the integrated GPS to follow you through yourrun. You can also easily share your runs and achievements on other social networking websites such as Facebook and Twitter. This app helps build a community of runners with friends and family. Nike+ app also has a shopping portal to purchase Nike sneakers through the mobile app. One location-based option they could add to this would be the ability to find local stores that sell Nike running sneakers.
In 2010, Nike got a little more creative with their location-based marketing. They launched an experimental campaign in the form of a geo-location game in London called Nike Grid - a city-wide gaming platform for runners. It turned the city of London into a giant gameboard with the goal of re-energizing running in the UK and encouraging people to experience running in a whole new context. Runners were challenged to run throughout the city to find checkpoints and earn points. This concept might be interesting to try in large U.S. cities such a New York City, Los Angeles, Chicago and Miami. I’m ready for it.
Nike also uses Foursquare and localizes it by including the Nike stores and places to purchase Nike products. One thing I think Nike could do more with their location-based services is offer more rewards and offers. Adding incentives such as discounts upon check-ins (ex: 10% Nike Free sneakers after checkin at Niketown New York) is a great way to tie in the products to the brand.
