Hitting the sweat spot

Nike Mexico�s new social media content marketing campaign makes an interesting case study

Those people at Nike Mexico have got some cajones. They also have a very cool marketing campaign driven by social media content � primarily Facebook. Can�t see the connection? Then allow us to elaborate…

For years, Nike had a reputation for having its products made by poor kids in sweatshops. So to create a content marketing campaign built around the premise of paying for something in sweat rather than money � thereby drawing attention to some of the sports apparel giant�s less than socially responsible past practices � is a pretty gutsy move.

But leaving that aside, the Facebook campaign is a good one. Essentially, users enter an online auction, only they bid kilometres instead of dollars (well, pesos). Across the 15-day auction period, people can go for a run, log the number of Ks travelled on their Nike+ Smartphone app and bid them. If they�re outbid, they simply have to run more kilometres and have another go.

As US marketing website socialcommerce.com points out, this clever content campaign �reinforces the Nike brand user image of competitive sports people, reinforces the Nike brand campaign #makeitcount (and the audacious attempt to brand and own �energy� with the new Nike+ fuelband), and reinforces the brand itself that�s built on selling performance not shoes.�

Which, brand-wise, is a lot better than reinforcing the image of being manufactured in a sweatshop!


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